Part of the blog post series: CTV Advertising Standards: IAB Tech Lab Standards & Guidance
Executive Summary:
- Measurement and verification are key components of digital advertising, and can be a key differentiator between Connected TV (CTV) advertising and traditional broadcast TV.
- Challenges to measurement on CTV include device operating system (OS) access and Server-Sider Ad Insertion (SSAI) environments.
- Features in the Video Ad Serving Template (VAST) 4.x and Open Measurement (OM) support measurement for CTV.
| Company | App Name | App Version | OMSDK Version | Ad Formats Certified | Date Certified |
|---|---|---|---|---|---|
Flipboard (USA) | Android 1.0 iOS 4.2.5b845 | 1.1.0 | 1. HTML Display 2. Native Display 3. Video | May 11th, 2018 | |
Tapjoy (USA)  | Tapjoy SDK | Android 12.0.0 iOS 12.0.0 | 1.1.0 | 1. Video | May 31st, 2018 |
| Tapjoy | Tapjoy SDK | Android 12.3.0 iOS 12.3.0 | 1.1.0 | 1. Video | June 18th, 2019 |
| Tapjoy | Tapjoy SDK | Android 12.4.2 iOS 12.4.2 | 1.1.0 | 1. Video | May 20th, 2020 |
Pokkt (India) | Pokkt | Android 7.2.1 iOS 7.3 | 1.1.3 | 1. HTML Display 2. Video | August 3rd, 2018 |
| Pokkt | Pokkt | Android 7.5.2 iOS 7.5.0 | 1.2.17 | 1. HTML Display 2. Video | October 21st, 2019 |
| Pokkt | Pokkt | Android 8.1.0 iOS 8.1.0 | 1.3.10 | 1. HTML Display 2. Video | September 29th, 2020 |
Pandora (Denmark) | Pandora | Android 1808.1 iOS 1808.1 | 1.1.1 (Android) 1.1.2 (iOS) | 1. HTML Display 2. Video | August 17th, 2018 |
| Pandora | Pandora | Android 1907.1 iOS 1907.1-ent-mobile | 1.1.1 (Android) 1.1.2 (iOS) | 1. HTML Display 2. Video | October 22nd, 2019 |
inMarket (USA) | inMarket SDK | Android 3.19 iOS 3.00 | 1.1.2 | 1. HTML Display | August 29th, 2018 |
| inMarket | inMarket SDK | Android 339-411 iOS 312-1120 | 1.2.17 | 1. HTML Display | September 5th, 2019 |
Display.io (Israel) | Display.io SDK | Android 1.6.5.2 iOS 1.0.6 | 1.2.2 | 1. HTML Display | October 2nd, 2018 |
| Display.io | Display.io SDK | Android 2.0.0.10 iOS 1.0.6 | 1.2.2 | 1. HTML Display 2. Video | March 13th, 2019 |
| Display.io | Display.io SDK | Android 3.5.0 iOS 2.6.0 | 1.2.2 | 1. HTML Display 2. Video | November 5th, 2019 |
InMobi (India) | Inmobi | Android a725 SDK iOS i711 | 1.2.1 | 1. HTML Display 2. Native Display 3. Video | October 4th, 2018 |
Madvertise Media (France) | Madvertise SDK | Android 1.2.2 iOS 1.0 | 1.2.4 | 1. HTML Display 2. Native Display 3. Video | October 10th, 2018 |
| Madvertise Media | Madvertise SDK | Android 2.15 iOS 2.16 | 1.2.19 | 1. HTML Display 2. Native Display 3. Video | October 30th, 2019 |
Gameloft (France) | Gameloft | Android 4.0.1 iOS 4.0.1 | 1.1.3 | 1. HTML Display 2. Video | October 19th, 2018 |
| Gameloft | Gameloft | Android 1.2.19 iOS 1.2.19 | 1.2.19 | 1. HTML Display 2. Video | November 13th, 2019 |
Teads (France) | Teads SDK | Android 4.0.44 iOS 4.1.2 | 1.2.1 | 1. Video | October 25th, 2018 |
| Teads | Teads SDK | Android 4.4.0 iOS 4.4.0 | 1.2.20 | 1. HTML Display 2. Video | October 30th, 2019 |
ByteDance (China) | TikTok SDK | Android 9.3.0 iOS 9.3.0 | 1.1.2 | 1. Video | November 20th, 2018 |
| ByteDance | TikTok SDK | Android 13.3.9 iOS 13.8.0 | 1.1.2 | 1. Video | December 10th, 2019 |
| ByteDance | TikTok SDK | Android 15.3.27 iOS 15.4.0 | 1.1.2 (Android) 1.2.16 (iOS) | 1. Video | March 31st, 2020 |
| ByteDance | TikTok SDK | Android 16.0.4 iOS 15.5.0 | 1.3.0 (Android) 1.3.1 (iOS) | 1. Video | May 20th, 2020 |
| ByteDance | TikTok SDK | Android 16.3.1 iOS 15.7.0 | 1.3.0 (Android) 1.3.1 (iOS) | 1. Video | June 16th, 2020 |
ByteDance (China) | Helo | Android 1.0 | 1.3.0 | 1. Video | May 20th, 2020 |
MezzoMedia (Korea) | SIGNAL-PLAY & MANPLUS | Android 1.0 SDK iOS 1.2.0 | 1.2.1 | 1. Video | November 20th, 2018 |
| MezzoMedia | SIGNAL-PLAY & MANPLUS | Android 1.3.1-Cjnet | 1.3.1 | 1. HTML Display 2. Native Display 3. Video | May 20th, 2020 |
Google (USA) | Google IMA SDK | Android 3.9.4 iOS 3.7.3 | 1.2.0 | 1. Video | December 11th, 2018 |
| Google | Google IMA SDK | Android 3.16.5 iOS 3.11.2 | 1.3.0 | 1. Video | February 25th, 2020 |
| Google GMA SDK | Android 16670000.16670000 iOS afma-sdk-i-v7.39.0 | 1.2.11 1.2.14 | 1. HTML Display 2. Video 3. Native Display | May 7th, 2019 | |
| Anvato SDK | Android 5.0.49 iOS 5.0.48 | 1.2.14 | 1. Video | February 26th, 2020 | |
VNG Corporation (Vietnam) | Adtima SDK | Android 1.0 iOS 1.0 | 1.1.0 | 1. HTML Display 2. Video | January 25th, 2019 |
| VNG Corporation | Adtima SDK | Android 1.0 iOS 1.0 | 1.3.1 | 1. Native Display 2. Video | June 15th, 2020 |
| VNG Corporation | Adtima SDK | Android 1.0 iOS 1.8.1 | Android 1.3.3 iOS 1.3.4 | 1. HTML Display | September 18, 2020 |
OpenX (USA) | OpenX SDK | Android 4.8.2 iOS 4.8.2 | 1.2.2 | 1. HTML Display 2. Video | January 28th, 2019 |
| OpenX | OpenX SDK | Android 4.10.0 iOS 4.10.0 | 1.2.13 | 1. HTML Display 2. Video | August 30th, 2019 |
| OpenX | OpenX SDK | Android 4.12.0 iOS 4.11.0 | 1.3.1 | 1. HTML Display 2. Video | March 18th, 2020 |
Pinger, Inc (USA) | Sideline & Textfree | Android 18.30 | 1.2.6 | 1. HTML Display | February 13th, 2019 |
| Pinger, Inc | Sideline & Textfree | Android 18.59.1 | 1.3.1 | 1. HTML Display 2. Native Display 3. Video | March 17th, 2020 |
Verizon Media (USA) | Oath SDK | Android 0.16.0-SNAPSHOT iOS 1.0.0 | 1.2.5 | 1. HTML Display 2. Video | February 25th, 2019 |
| Verizon Media | Oath | Android 1.1.0-SNAPSHOT iOS 1.1.0-SNAPSHOT | 1.2.5 | 1. HTML Display 2. Native Display 3. Video | May 16th, 2019 |
| Verizon Media | Oath | Android 1.3.5 iOS 1.3.4 | 1.2.20 | 1. HTML Display 2. Native Display 3. Video | February 28th, 2020 |
| Verizon Media | Video Syndication SDK | Android 2.30.SNAPSHOT iOS 1.5.0 | 1.2.9 | 1.Video | May 1st, 2019 |
| Verizon Media | Video SDK | Android 7.25.4 iOS 5.12.0 | 1.2.15 (iOS) 1.2.17 (Android) | 1.Video | August 20, 2019 |
| Verizon Media | Video SDK | Android 8.5.6 iOS 6.1.0 | 1.3.7 (iOS) 1.2.17 (Android) | 1.Video | August 21, 2020 |
Jun Group (USA) | JG Showcase SDK | iOS 1.2.1 | 1.2.1 | 1. HTML Display 2. Video | March 13th, 2019 |
Wattpad (Canada) | Wattpad | Android 7.20.0.2 iOS 7.4.0.1 | 1.2.1 | 1. Native Display 2. Video | March 13th, 2019 |
| Wattpad (Canada) | Wattpad | iOS 8.54.0.0 | 1.2.16 | 1. Native Display | September 18th, 2020 |
SoundCloud (Germany) | SoundCloud | Android 2019.04.08-release iOS 5.52.0 | 1.2.7 (iOS) 1.2.9 (Android) | 1. Video | April 29th, 2019 |
| SoundCloud | SoundCloud | Android 2020.04.16-release iOS 5.91.0 | 1.2.7 (iOS) 1.2.9 (Android) | 1. Video | May 4th, 2020 |
AdColony (USA) | AdColony SDK | Android 3.4.0 iOS 3.4.0.0 | 1.2.12 | 1. HTML Display 2. Video | April 29th, 2019 |
| AdColony | AdColony SDK | Android 4.0.0.0 iOS 4.0.0.0 | 1.2.17 | 1. HTML Display 2. Video | September 23th, 2019 |
SpotX (USA) | SpotX SDK | Android 4.3.3 iOS 4.3.1 | 1.2.12 | 1. Video | May 22nd, 2019 |
ucfunnel (Republic of Seychelles) | ucfunnel SDK | Android 3.0.0 iOS 2.0.00 | 1.2.12 | 1. HTML Display 2. Native Display 3. Video | May 28th, 2019 |
| ucfunnel | ucfunnel SDK | Android 2.0.13-ff iOS 3.0.0 | 1.3.3 | 1. HTML Display 2. Native Display 3. Video | May 14th, 2020 |
Smaato Inc (USA) | Smaato SDK | Android 21.0.0 | 1.2.14 | 1. HTML Display | June 6th, 2019 |
| Smaato Inc | Smaato SDK | iOS 21.2.0 Android 21.2.0 iOS 21.0.0 | 1.2.15 (iOS) 1.2.18 (Android) | 1. HTML Display 2. Video | October 7th, 2019 |
Hulu (USA) | Hulu | Android 3.53.0.307190 iOS 5.51.0.50000485 | 1.2.14 | 1. Video | June 20th, 2019 |
| Hulu (USA) | Hulu | Android 4.3.0.408890 iOS 7.0.99.253 | 1.3.1 | 1. Video | July 20th, 2020 |
Ogury (UK) | Ogury | Android 3.1.1 iOS 1.1.0 | 1.2.12 (Android) 1.2.18 (iOS) | 1. HTML Display 2. Video | June 24th, 2019 |
| Ogury | Ogury | Android 3.3.7-moat iOS 1.3.1 | 1.3.1 | 1. HTML Display 2. Video | March 30th, 2020 |
| Smart AdServer (USA)  | Smart AdServer SDK | Android 7.1 iOS 7.02 | 1.2.15 | 1. HTML Display 2. Video | June 27th, 2019 |
Nabd (Kuwait) | Nabd | Android 10.7 iOS 6.2 | 1.2.1 | 1. Native Display 2. Video | July 8th, 2019 |
| Nabd | Nabd | Android 12.3 iOS 7.3 | 1.3.6 | 1. Native Display 2. Video | June 18th, 2020 |
The Walt Disney Company (USA) | ABC | Android 5.8.0 iOS 6.9.0 | 1.2.15 | 1. Video | July 11th, 2019 |
| The Walt Disney Company | ABC | Android 10.5.0 iOS 10.6.0 | 1.3.18 | 1. Video | September 25th, 2020 |
| The Walt Disney Company | Freeform | Android 6.0.1 iOS 6.1.13 | 1.2.15 | 1. Video | July 17th, 2019 |
| The Walt Disney Company | Freeform | Android 10.3.0 iOS 10.3.0 | 1.2.15 | 1. Video | July 1st, 2020 |
| The Walt Disney Company | Freeform | Android 10.5.0 iOS 10.6.0 | 1.2.15 | 1. Video | September 25th, 2019 |
| The Walt Disney Company | FX | Android 6.0.0 iOS 4.0.1 | 1.2.15 | 1. Video | September 20th, 2019 |
| The Walt Disney Company | FX | Android 10.5.0 iOS 10.6.0 | 1.3.8 | 1. Video | September 25th, 2020 |
| The Walt Disney Company | Nat Geo | Android 6.0.0 iOS 4.0.1 | 1.2.15 | 1. Video | September 20th, 2019 |
| The Walt Disney Company | Nat Geo | Android 10.7.0 iOS 10.6.0 | 1.3.8 | 1. Video | October 6th, 2020 |
Vpon (Taiwan) | Vpon SDK | Android v4.9.0 iOS v4.9.0 | 1.2.14 | 1. HTML Display 2. Native Display 3. Video | July 17th, 2019 |
| Vpon | Vpon SDK | Android v5.1.0 iOS v5.1.0 | 1.3.4 | 1. HTML Display 2. Native Display 3. Video | July 7th, 2020 |
Unity (USA) | Unity SDK | Android 3.2.0 iOS 3.2.0 | Unity3d/1.2.10 | 1. Video | July 18th, 2019 |
| Unity | Unity SDK | Android 3.4.0 iOS 3.4.6 | Unity3d/1.3.0 | 1. Video | September 10th, 2020 |
PubMatic (USA) | PubMatic SDK | Android 1.3.0 iOS 1.3.0 | 1.2.13 | 1. HTML Display | July 31st, 2019 |
| PubMatic | PubMatic SDK | Android 1.4.0 iOS 1.4.0 | 1.2.18 | 1. HTML Display 2. Video | September 24th, 2019 |
| PubMatic | PubMatic SDK | Android 1.5.0 iOS 1.5.0 | 1.3.0 | 1. HTML Display 2. Video | January 30th, 2020 |
NBCUniversal (USA) | NBC App | Android 7.1.0-DEBUG iOS 7.2.0.15256 | 1.2.1 (iOS) 1.2.2 (Android) | 1. Video | August 1st, 2019 |
| NBCUniversal | NBC Sports App | Android 7.0.0.4303850 iOS 7.0.15128 | 1.2.13 (iOS) 1.2.16 (Android) | 1. Video | September 13th, 2019 |
| NBCUniversal | Telemundo Deportes | Android 6.1.4304202 iOS 6.2.15772 | 1.2.13 (iOS) 1.2.16 (Android) | 1. Video | January 8th, 2020 |
SmartNews (Japan) | SmartNews | Android 5.14.0 iOS 62.7.1 | 1.2.16 | 1. Native Display 2. Video | September 4th, 2019 |
| SmartNews (Japan) | SmartNews | Android 8.2.0 iOS 8.2.0.5 | 1.2.16 | 1. Native Display 2. Video | August 20, 2020 |
Supership (Japan) | AD Generation SDK | Android 2.15.1 iOS 2.15.1 | 1.2.9 (iOS) 1.2.16 (Android) | 1. Video | September 12th, 2019 |
| Supership | AD Generation SDK | Android 2.18.0 SDK iOS 2.18.0 | 1.2.9 (iOS) 1.2.16 (Android) | 1. Video 2. HTML Display 3. Native DIsplay | February 14th, 2020 |
| Supership | AD Generation SDK | iOS 2.20.0 | 1.3.9 | 1. Video 2. HTML Display 3. Native DIsplay | September 1st, 2020 |
| Supership | VAMP SDK | Android 3.2.3 iOS 3.2.0 | 1.3.1 | 1. Video | May 5th, 2020 |
Paytm (India) | Paytm SDK | Android 1.0 | 1.2.4 | 1. Native Display | October 15th, 2019 |
| Paytm | Paytm SDK | Android 1.0 | 1.2.4 | 1. Native Display | September 22nd, 2020 |
Yahoo! JAPAN | Yahoo! JAPAN SDK | Android 7.0.0 iOS 8.0.0 | 1.2.18 | 1. HTML Display 2. Native Display 3. Video | October 21st, 2019 |
| Yahoo! JAPAN | Yahoo! JAPAN SDK | Android 8.5.0 iOS 9.3.0 | 1.3.10 | 1. HTML Display 2. Native Display 3. Video | September 25, 2020 |
Mintegral (China) | Mintegral SDK | Android MAL_10.1.1 iOS 1.2.14-Mintegral | 1.2.17 | 1. HTML Display 2. Native Display 3. Video | November 1st, 2019 |
SHAREit (China) | SHAREit | Android 1.2.8 | 1.2.21 | 1. HTML Display 2. Native Display 3. Video | November 25th, 2019 |
AdView (China) | AdView SDK | Android 4.1.5 iOS 4.0.0 | 1.2.15 | 1. HTML Display 2. Native Display 3. Video | December 23rd, 2019 |
Xandr (USA) | AppNexus SDK | Android 6.2 iOS 6.2 | 1.2.19 | 1. HTML Display | January 8th, 2020 |
| Xandr | AppNexus SDK | Android 7.1 iOS 7.1 | 1.2.19 | 1. HTML Display 2. Video | March 26th, 2020 |
FreeWheel (USA) | FreeWheel SDK | Android 102825984 iOS 102825984 | 1.2.5 (iOS) 1.2.4 (Android) | 1. HTML Display 2. Native Display 3. Video | January 10th, 2020 |
Television New Zealand Limited | TVNZ Ondemand | Android 2.65.0 iOS 518 | 1.2.21 | 1. Video | January 17th, 2020 |
ironSource (Israel) | ironSource SDK | Android 6 iOS 6 | 1.2.22 | 1. HTML Display 2. Video | January 21st, 2020 |
Quibi (USA) | Quibi | Android 1.0.0 iOS 1.0.1 | 1.2.20 | 1. Video | January 29th, 2020 |
| Quibi | Quibi | iOS 1.1.0 | 1.3.2 | 1. Video | April 24th, 2020 |
| Quibi | Quibi | Android 1.9.0 | 1.3.6 | 1. Video | August 3rd, 2020 |
MediaLab (UK) | MediaLab | Android 10.0.2 iOS 4.4.0 | 1.3.1 | 1. HTML Display | February 4th, 2020 |
BIGO (Singapore) | Bigo SDK | Android 1.8.0 | 1.3.0 | 1. HTML Display 2. Native Display 3. Video | February 28th, 2020 |
| BIGO | Bigo SDK | iOS 1.4.0 | 1.3.7 | 1. HTML Display 2. Native Display 3. Video | August 18th, 2020 |
Rakuten (Japan) | Rakuten | Android 0.2.2 iOS 0.1.2 | 1.3.1 | 1. HTML Display | May 16th, 2020 |
AJA Inc. (Japan) | AJA SDK | iOS 0.6.0 | 1.3.2 | 1. Video | May 27th, 2020 |
| AJA Inc. | AJA SDK | Android 0.6.5 | 1.3.2 | 1. Video | September 25th, 2020 |
SAMSUNG ELECTRONICS (South Korea) | Samsung SDK | Android 6.0.1 | 1.2.22 | 1. Native Display 2. Video | July 1, 2020 |
Taiwan Mobile | TAmedia SDK | Android 7.0 iOS 7.0 | 1.3.6 | 1. HTML Display 2. Video | July 20, 2020 |
Nine Entertainment Co. (Australia) | 9Now | Android 4.7.0 iOS 4.7.0 | 1.3.4 | 1. Video | July 24, 2020 |
Seven Network (Australia) | 7Plus | Android 7plusUAT_android_1 iOS 7plusInternal_ios_56964 | 1.3.1 | 1. Video | August 3rd, 2020 |
PubNative GmbH (Germany) | Verve Group HyBid SDK | Android 1.5.0 iOS 1.5.0 | 1.3.7 | 1. HTML Display 2. Video | August 13th, 2020 |
Transsion (China) | HippoAD SDK | Android 5.0.0.1.42-SNAPSHOT | 1.3.7 | 1. HTML Display 2. Native Display | September 1st, 2020 |
Promogo (Jakarta) | Promogo | Android 1.3.10 | 1.3.5 | 1. Native Display 2. Video | September 3rd, 2020 |
MoPub (USA) | MoPub | Android 5.13.1-omid.7 iOS 5.14.0 | 1.3.4 | 1. HTML Display 2. Native Display 3. Video | September 11th, 2020 |
Vungle | Vungle | Android 6.8.0 iOS 6.7.0-OMSDK-Certification | 1.3.11 | 1. Video | October 2nd, 2020 |
The Details:
Digital advertising has been successful in part because of the ability to measure and validate quality and delivery of ads rendered on a user’s device. Measurement and verification are especially key components of digital video, and getting this right on CTV is critical as the medium grows rapidly. The two main challenges with CTV measurement are (1) lack of access to many device platforms / operating systems, which means that third-party verification vendors cannot run client-side in many cases, and (2) the increasing use of Server-Side Ad Insertion (SSAI) in CTV ad delivery, which results in new complications around invalid traffic (IVT) detection. These challenges have meant that there has only been fragmented and proprietary support for measurement on CTV and SSAI platforms. Tech Lab has correspondingly focused on standardizing around VAST 4 and Open Measurement (OM) to deliver better measurement support for CTV platforms.
For VAST to better support CTV, we have:
- Introduced a number of macros (like “SERVERSIDE”) to better support SSAI
- Provided guidance around HTTP headers that can help with SSAI support
- Deprecated VPAID (which cannot run on CTV platforms) and replaced it with Open Measurement (OM) (For a more detailed discussion, read our blog post on the topic.)
Open Measurement was originally started to support mobile platforms by providing a common, shared SDK that all publishers can use and all verification vendors can trust. We are now expanding OM to the web (as a replacement for VPAID). We have also seen support for SSAI in some implementations, along with a mobile OM client. The vision for Open Measurement is to have a common API (Open Measurement Interface Definition or OMID) that third-party verification vendors can integrate with, along with SDKs for every platform.
The working group continues to look for solutions to improve and expand SSAI support, as well as client-side CTV support in Open Measurement. The CTV plans include relatively quick wins like porting OM to Apple tvOS and Android TV, while also working with other platforms to determine the best way to implement support on those platforms. Stay tuned over the next few months for new announcements in this area!
Related assets & new efforts:
- Open Measurement (CTV support being developed)
- VAST 4 & measurement
- CTV User Agent and App Identifiers guidance
- SSAI Guidance in VAST 4
- Simplifying Video Ad Delivery (blog)
ABOUT THE AUTHOR
Amit Shetty
Senior Director, Product
IAB Tech Lab