Open Measurement SDK (Beta)

Overview

The Open Measurement SDK (OMSDK) allows you to measure viewability for advertisers working with viewability vendors such as MOAT, IAS, and DoubleVerify within mobile apps. Open Measurement allows you to include third-party viewability  and measurement vendors, either within bid response fields, or within the creative itself. Google already provides viewability measurement based on Active View; Open Measurement gives you an additional IAB industry-standard option when it comes to measuring viewability by third-party standards on Google Ad Manager and Google AdMob impressions.

Supported platforms

Currently, the OMSDK is only supported for mApp (in both Google Ad Manager and Google AdMob). App publishers will need to upgrade to a new SDK version to benefit from Open Measurement. 

Supported transaction types

  • Private deals, Programmatic guaranteed, Private auction, and Open auction

Supported measurement vendor domains

  • AdForm
  • comScore
  • DoubleVerify 
  • Forensiq
  • Integral Ad Science
  • Meetrics
  • Moat
  • Pixalate
  • Protected Media
  • WhiteOps
  • Domains (from companies not already listed) that are part of the Open Measurement Working Group are also eligible. Contact your account manager with the domains in question if you work with a Working Group member and are seeing creative disapprovals.

Supported formats

  • Video, Display (Banner/Interstitial), and Rewarded
  • Native is currently not supported. Contact your account manager for more information.

RTB request - When is Open Measurement Interface Definition (OMID) supported?

  • In Authorized Buyers Protocol, a new excluded attribute will be sent when the OMSDK is not supported: BidRequest.ad_slot.excluded_attribute: CREATIVE_ATTRIBUTE_VALUE_OMSDK_N = 114;
  • In OpenRTB, the standardized approach in the api field of Banner and Video will be used. This is very similar to how MRAID, VPAID, and etc is indicated.

RTB request - Which vendors are allowed?

  • Viewability measurement vendors that are allowed for each impression will be passed in the allowed_vendor_type field in the bid request for Authorized Buyers Proto and OpenRTB. Bid responses that include technologies that are certified but not in allowed_vendor_type will be filtered.
  • There are 2 types of disapproval reasons (AWPCs) for the misuse of the OMSDK by third-party vendors:
    • 721: Misuse by OMID SDK script
      • Creatives containing Open Measurement (OMID) scripts should only interact with the public API as defined by omidsdk-v1.js, and will otherwise be disapproved.
    • 752: OMID vendor not on approved whitelist
      • Creatives using Open Measurement (OMID) scripts are only allowed to use domains from the approved vendors noted above. If you experience this disapproval for a creative from a Working Group company, contact your account manager.

For Banner ads

For banners and interstitials, creative vendors and bidders often build the JavaScript measurement code directly into the creative. Bidders are expected to work with 3rd party measurement providers to make sure that the scripts work with the Open Measurement SDK, but no new fields are required in the bid response.
In OpenRTB, measurement code must be built directly into the creative.

For Video ads

Currently, the <AdVerifications> node in VAST 4.1, as well as VAST 2 and VAST 3 with the <AdVerifications> extension for OMID measurement on Ad Exchange are supported. 
Sample VAST using OMID in the <AdVerifications> extension:
 
<Extensions>
     <Extension type="AdVerifications">
          <AdVerifications>
               <Verification vendor="my_3p_measurement_vendor.com-omid">
        &nbsp;           <JavaScriptResource apiFramework="omid" browserOptional="true">
                  &nbsp;   &nbsp;  ;<![CDATA[ https://my_3p_measurement_vendor.com/omid.js ]]>
                    </JavaScriptResource>
                    <TrackingEvents>
                         <Tracking event="verificationNotExecuted">
                              <![CDATA[
                                   https://my_3p_measurement_vendor.com/visit.jpg?ctx=818052
                              ]]>
                         </Tracking>
                         </TrackingEvents>
                         <VerificationParameters>
                              <![CDATA[
                                   customParamsGoHere...
                              ]]>
               </Verification>
          </AdVerifications>
     </Extension>
</Extensions>

Limitations

The Open Measurement SDK is a solution for mobile app inventory only. 3rd party viewability vendors on web are not supported. Not all publishers will support the OMSDK from the beginning, but more and more publishers are expected to adopt newer versions of the GMA SDK.

Native is currently not supported. Contact your account manager for more information.

Frequently asked questions

How is the Open Measurement SDK different from the existing viewability reporting in Query Tool and Viewability bid request signal in Authorized Buyers?

The Open Measurement SDK offers third-party viewability verification. Existing viewability products are powered by Google's viewability measurement (ActiveView).

Can Authorized Buyers help me with creating OMID viewability javascript?

You should work with your creative agencies and third-party measurement providers to build OMID javascript into your creatives (or have it available for bidding). Authorized Buyers does not provide services to author viewability javascript at this time.

What is the difference between "viewability" and "invalid traffic"? How does OMID help with this?

Third-party verification vendors typically measure whether the creative was viewable and attempt to detect signs of invalid traffic (e.g. non-human traffic, fraud, etc.). While Authorized Buyers has best-in-class defenses against invalid traffic, some bidders still want to be able to verify that traffic is legitimate through a third-party. 

Do I have to submit javascript using "eventTrackers"? Can I build the javascript into my banner or into my VAST video creative?

Display and video ads normally have javascript built directly into the creative.

Why is there a whitelist of allowed OMID vendor domains?

Google has strict policies to track the performance of third-party code to ensure there are no side effects with the user or publisher ad experience. Vendors that have already been validated are included on the whitelist. New vendors can be added to the whitelist at a later time. The whitelist will focus on the major industry players known to be in demand.

This allows users to measure viewability by third-party standards on Google Ad Manager and AdMob in-app impressions. Does this include Connected TV (CTV) app impressions?

No, for the time being this is only applicable for mobile apps.

Video buyers sometimes use VPAID creatives in order to use third-party viewability measurement providers. Is that still required?

VPAID has never been accepted on app inventory, that is why video buyers were not able to use third-party viewability measurement providers on app impressions. The OMSKD removes the need for VPAID and therefore, video buyers can now use third-party viewability providers on their app buys. 

What if the numbers from a third-party viewability company differ from the numbers I see in the Query Tool or other reporting?

All measurement companies have different methodologies for measuring impressions and viewability. As a result, it's not guaranteed that the numbers will align between third-party companies and Google. Bidders will continue to be billed off of Google's count of billable impressions.
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