What is the Open Measurement SDK, the new integration of Smart?
1 - Smart Display SDK is now certified by the IAB
Smart has good news for app publishers, mobile marketers and advertisers: we now support the Open Measurement SDK, and the IAB has certified us for both HTML Display and Video. To benefit from the Open Measurement SDK, simply upgrade to version 7.1 of our SDK.
“Integrating the Open measurement SDK is a huge step forward for the industry. Smart is eager to provide advertisers with increased transparency and publishers with the means to better measure the performance of their ad campaigns. Smart has always strived to be a completely transparent platform, facilitating an open relationship between advertisers and publishers to ensure each gets their fair share of value,” said Lucie Laurendon, Senior Product Marketing Manager at Smart.
But what exactly is the Open Measurement SDK and what are the key benefits?
2 - What is the Open Measurement SDK?
The Open Measurement SDK (OM SDK) is an IAB standard that facilitates the measurement of mobile in-app ads by third-party viewability and verification vendors, such as MOAT and IAS. Compliance with this standard eliminates time-consuming and costly custom integrations of measurement vendors’ SDKs.
3 - What are the key benefits of the Open Measurement SDK?
The Open Measurement SDK allows buyers working with 3rd party viewability providers such as MOAT and IAS to easily include viewability tracking alongside their in-app ads. For buyers, the Open Measurement SDK helps them purchase with more confidence; inventory that is Open Measurement-compliant gives them unprecedented transparency and measurement.
For publishers, OM SDK provides two key benefits. For one, it can inspire greater trust and transparency among brands currently aiming to run ads on a particular app. It can go a long way towards convincing advertisers that they’re reaching real people and that their creatives are making a measurable impact. Second, more measurable inventory will help publishers offer a more high-quality inventory.
In the end, both sides will benefit from this more transparent path.
4 - How it works
The Open measurement SDK consists of 2 components:
OM SDK Native Libraries: These are specific to the individual platforms (e.g. iOS, Android). The native libraries collect and publish the signals to measure viewability. Also, they determine other data regarding the ad rendering and ad display needed to support the viewable impression definition as defined by the Media Rating Council (MRC).
5 - Why it’s important for you?
The way vendors interact with mobile applications will affect the entire ecosystem — publishers, media agencies, technology companies, advertisers, and trade organizations. Our clients will now have greater insight into where their ads are viewed and how users interacted with their ads.
If you monetize in-app traffic, we recommend that you upgrade your SDK and then communicate this to your buyers to make your inventory more attractive. Doing so will make your inventory more valuable if buyers are able to measure their campaigns’ viewability. That’s a strong differentiator to strengthen your relationship with buyers.