23 October, 2020

Viewability? You Bet Your Sweet App It’s Important 💁

Did someone say apps? Let’s taco ‘bout our new OMID API framework which assists in more efficient viewability tracking for in-app inventory.

Hello smartx-ers,

It’s hard to imagine a world without apps… Bruschetta, nachos, croquettes, patatas bravas, anything and everything with cheese… our mouth is watering just thinking about our favourite apps 🤤.

Oh, sorry. We were just informed that this release concerns in-app ads. As in applications, not appetizers. Our bad 😳. Well, without further delay, here’s our latest in-app update…

The IAB Tech Lab, aka the masters of standardising the intricate adtech landscape, introduced the Open Measurement SDK (OM SDK) awhile ago in order to give publishers a simple way to measure viewability on their in-app inventory. The OM SDK provides a common code which is integrated directly on a publisher’s in-app player, facilitating the measurement of mobile in-app creatives from multiple third-party verification vendors. This gives publishers a seamless way to analyse their viewability rates for in-app and, spoiler alert 🚨, the viewability rates for in-app are usually spectacular. Seriously though, can you take your eyes off your device when you’re waiting for the next level of Candy Crush to load 🍬?

Publishers must have an OM SDK present in order for the viewability measurements to take place. We can see if the OM SDK is present if we can see it passed through the bid request. 

So, what’s new? The Open Measurement Interface Definition (OMID) will be joining our happy family of API frameworks as 7=OMID1.0. This new value will allow us to measure in-app inventory easily and more efficiently than before — as long as the OM SDK is present.  This will be added to the bid request in order to check if the OMID is supported. This gives DSPs a streamlined way to find what type of creative may be used for the in-app inventory. 

Users have the ability to add the OMID to their player and device settings to get this going. There is also the option to exclude this API specifically from Demand Business Rules in the smartx platform.In the bid request the &ang_api parameter supports the value 7. The new parameters, &omidpn and &omidpv, can be used to add the integration partner and version of the OM SDK. If the OMID is available for an impression in the bid request or if the ad being served requires OMID, we will add 7=OMID 1.0 to the bid request.

The below shows an example of what the output would look like in a bid request:

"source" {  
  "ext": {  
    "omidpn": "MyIntegrationPartner",  
    "omidpv": "7.1"    

Now, you can get back to those edible apps 😋!

Yours in smartx updates and not feeling guilty for constantly reminding colleagues that they’re hungry,
smartclip Product Marketing Team

Nicole is the Commercial Product Manager for smartclip Europe, bringing 8 years of adtech and digital marketing experience. A US native turned Dutch expatriate, Nicole’s programmatic journey includes publisher account management in the Benelux and Nordic regions, digital marketing strategy for media agencies, as well as product marketing for a pan-European audience. An explorer at heart, Nicole loves to travel and experience new cultures and cuisines.

Nicole Gallegos
Commercial Product Manager