Google Ad Manager to adopt Open Measurement viewability for mobile app display inventory

Google last month announced that Active View is switching from a proprietary viewability measurement technique to use the Open Measurement (OM) SDK for mobile app display inventory in Ad Manager.

Google says this change brings Active View in line with the industry standard: Open Measurement (OM) SDK.

The change only affects Active View measurement on mobile app inventory, and some publishers may see a change in mobile app display measurability and viewability.

The date for the adoption of Open Measurement (OM) SDK was not disclosed, but Google Mobile Ads SDK for iOS and Google Mobile Ads SDK for Android support Open Measurement already since 2019.