How OM for Web Video is improving advertising measurement

December 9, 2020 | 2 minute read
Sam Mansour
Principal Product Manager for Moat Analytics
Text Size 100%:

In continuing to push for a more open, transparent advertising ecosystem and as committed Internet Advertising Bureau (IAB) Tech Lab board members, Oracle Data Cloud is proud to announce our support for the newly launched Open Measurement (OM) for Web Video SDK.

OM for Web Video is the latest release from IAB Tech Lab’s Open Measurement project, which first released OM SDK for mobile apps in 2018. The Moat by Oracle Data Cloud team has long been a proponent of the OM standards as active members of the OM Commit Group. We’re already supporting clients using the OMID API for Web Video measurement and look forward to wider adoption with the release of this standard web video SDK.

Why push for open measurement standards?

Because viewability and other common ad metrics are often measured independently of the systems that serve and display ads, integrations can be complicated and require substantial developmental resources. There are often myriad technologies deployed to different effects with the ultimate goal of enabling verification and viewability. IAB’s Open Measurement project focuses on solutions that help minimize the code and complexity of integrating with Moat and other measurement providers.

Advocating for standards across a complex system of technology and stakeholders not only streamlines processes but helps create greater transparency in an ecosystem that has sometimes struggled with ambiguity and one-off solutions.

Benefits of OM for Web Video

OM for Web Video is already enhancing digital ad measurement and provides benefits for all sides of the industry. Along with increasing confidence and flexibility for buyers and consolidating fragmented inventory, it is streamlining workflows thanks to supported VAST4+ updates and macros like [APIFRAMEWORKS], which enable dynamic one-tag solutions.

OM for Web Video is preferred over legacy solutions such as Video Player Ad Interface Definition (VPAID) because it is custom designed for measurement and avoids the pitfalls commonly associated with VPAID. OM for Web ensures that publishers have 100% control over their player and playback functionality. It has also been designed with privacy and security concerns in mind. This means that a publisher has control over what scripts have access to creative measurement and what gets put in a sandbox. To be clear, even in the most elevated access mode, measurement vendors only have access to the ad and nothing else.

We have seen Open Measurement for Mobile Applications scale tremendously and want to continue that momentum into web video.

We’re excited to continue to support and co-develop the IAB TechLab’s Open Measurement initiative and plan to make it available across more channels and mediums of advertising as part of our investment in improving industry transparency and efficiency.

Want to learn more?

Are you curious about learning more about OM for Web Video, or want to ensure that you are up to standards? If you’re already a Moat by Oracle Data Cloud client, please get in touch with your representative, or if you’d like to learn more about our measurement solution, schedule a Moat demo today.

Sam Mansour

Principal Product Manager for Moat Analytics

Sam Mansour is Principal Product Manager for Moat Analytics. Moat provides an ad verification platform for brands, agencies, publishers and technology platforms to measure and optimize their advertising. With a history of developing cutting edge ad products for both the advertiser and publisher sides of the ecosystem, Sam is well versed in the tools and technologies of the trade. He applies his experience to his focus on General and Sophisticated Invalid Traffic (IVT) detection at Moat.

Previous Post

The Pulse: The future of identity, getting the most from your holiday campaigns, and more

Oracle Data Cloud | 3 min read

Next Post

Spotlight Q&A: How Criteo is tackling adtech’s shifting tides

Jessica Whelton | 5 min read