Google integrates Open Measurement in Google Mobile Ads (GMA) and Interactive Mobile Ads (IMA) SDKs

Google this week announced that it has integrated the Open Measurement Software Development Kit (SDK) into Google Mobile Ads (GMA) SDK and into Interactive Mobile Ads (IMA) SDK. Google says the integration of the Open Measurement SDK made in-app inventory more measurable. Advertisers using DV360 can now measure viewability with more confidence or using solutions like Integral Ad Science, DoubleVerify, Comscore, and Moat.

In December, 2018, IAB Tech Lab said that Open Measurement SDK was reaching 2 billion devices, and 17 companies, including Google, were certified.

“IAB Tech Lab’s Open Measurement (OM) initiative makes it easier for ad buyers and sellers to work together for viewability measurement and other verification needs,” said Dennis Buchheim, Executive Vice President and General Manager, IAB Tech Lab. “The sell-side has been adopting OM quickly, and we ask brands, agencies, and Demand Side Platforms (DSPs) to get more active and take advantage of what OM offers.”

According to Google, viewability continues to be an integral part of measuring ad effectiveness—it helps advertisers understand if their ad had the opportunity to be seen and it helps publishers offer more high-quality inventory.

Google stated that the next step will be to extend the Open Measurement to other environments such as web video.