IAB Tech Lab Enhances Measurement for New CTV Ad Formats with OM SDK

IAB Tech Lab's Expanded Open Measurement SDK Support for CTV

The IAB Tech Lab, a leading organization in setting digital advertising standards, has announced an exciting update for connected TV (CTV) advertising. This update introduces enhanced support for the Open Measurement SDK (OM SDK), enabling precise impression measurement across a variety of emerging ad formats. This move aims to enhance monetization opportunities on CTV platforms, especially as the digital landscape continues to evolve.

As the popularity of CTV grows, the need for accurate and consistent measurement becomes increasingly critical. With digital video ad spending in the U.S. projected to exceed $80 billion in 2026, it is essential for advertisers and publishers alike to understand the actual impact of ads being displayed. This new OM SDK support extends measurement capabilities to include Pause, Menu (Homescreen), Screensaver, and Overlay Ads—formats that present unique challenges and opportunities in the advertising landscape.

Jill Wittkopp, VP of Product at IAB Tech Lab, emphasizes the need for adaptive measurement tools. She states, “CTV advertising is moving fast, and measurement has to move with it. The idea that everything on a TV screen is automatically viewable because it is CTV just does not hold up anymore.” This clarion call highlights the necessity of evolving measurement to encompass new advertising formats and placements.

The expansion of measurement capabilities is particularly relevant as CTV remains one of the fastest-growing advertising channels. In fact, projections suggest that CTV ad spending could grow by 13.8% in 2026 alone, highlighting the potential for even more innovative ad formats and placements as the industry moves beyond traditional pre-roll and mid-roll advertisements.

Emerging ad formats are often perceived differently than traditional ones, leading to questions about placement visibility and screen occupation. For instance, certain formats permit variations in how much screen space they occupy, further complicating measurement. Standardized measurement efforts offer greater confidence to buyers in knowing what they are purchasing while also equipping sellers to effectively promote their ad inventory.

Industry experts echo the significance of reliable measurement as CTV ad formats evolve. Todd Randak, General Manager of CTV at DoubleVerify, remarks, “Advertisers need consistent, independent measurement that reflects how those ads are actually experienced on screen.” By extending Open Measurement to these new formats, the IAB Tech Lab fosters greater transparency in media quality, which is vital for establishing consumer trust.

One of the newest ad types, the Pause Ad, presents innovative opportunities for advertisers as a premium placement. David Dworin, Chief Product Officer at FreeWheel, notes, “Standardized bidding signals and consistent measurement help buyers understand what they're buying and how it performs.” This emphasis on building trust through clarity can ultimately reduce friction in the purchasing process and encourage the adoption of these new formats.

As the landscape shifts, there is a compelling need for reliable verification processes, as highlighted by Gautam Babbar, Sr. Director of Product Management at IAS. He underscores the challenge of measuring new formats and how the OMSDK for CTV is pivotal in facilitating independent verification, thus allowing stakeholders to confidently invest in innovative advertising approaches.

Ron Pinelli, SVP Digital Research and Standards Media Rating Council, adds further weight to the discussion, stating, “Expanding OM SDK support to emerging ad formats is an important step. Broad adoption of OM SDK benefits both advertisers and publishers by enabling more consistent impression measurement.” This will contribute to stronger relationships between advertisers and publishers while also enhancing the overall health of the market.

The implementation of enhanced measurement through OM SDK stands to unlock significant commercial potential for the emerging formats within CTV advertising. As these new placements gain traction and move towards greater programmatic scale, there is a real opportunity for publishers and platforms to diversify revenue channels. By establishing a common foundation for measurement, the link between innovation in ad formats and their market viability becomes clearer than ever.

For those interested in learning more about the OM SDK for CTV and its implications for the future of advertising, additional details can be found at IAB Tech Lab. The evolution of digital advertising is underway, and with initiatives like these, stakeholders are better prepared to navigate the changing terrain.

About IAB Tech Lab

Established in 2014, the IAB Technology Laboratory is a non-profit consortium that collaborates with a diverse member community to develop essential technology and standards that strengthen the digital media ecosystem. Its initiatives focus on brand safety, ad fraud, consumer privacy, and efficient ad measurement, ensuring trust and growth in the industry. For further information, visit IAB Tech Lab.