Google this week announced that is changing how it does impression counting in OMID enabled mobile app environments, in DV360. According to Google, Impressions (including billable impressions) will only be counted for OMID enabled mobile app display inventory when 1 pixel of the creative is on screen.
Open Measurement Interface Definition (OMID) was integrated by Google last year and enables advertisers to measure viewability for advertisers working with viewability vendors such as MOAT, IAS, and DoubleVerify within mobile apps. OMSDK is supported for mApp (in both Google Ad Manager and Google AdMob).
Companies whitelisted to do measurement are AdForm, comScore, DoubleVerify, Forensiq, Integral Ad Science, Meetrics, Moat, Pixalate, Protected Media, and WhiteOps.
Google says it will launch provisional impressions on April 1 that can be compared with standard impressions to see the impact of this change. In addition, Google will make available an OMID reporting dimension that describes whether an impression served on OMID-enabled inventory or not.
IAB Tech Lab said in 2018 that IAB Open Measurement SDK reached over 2 billion devices.