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Measurement & Verification in CTV Advertising

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.
CompanyApp NameApp VersionOMSDK VersionAd Formats CertifiedDate Certified
Flipboard (USA)
FlipboardAndroid
1.0
iOS
4.2.5b845
1.1.01. HTML Display
2. Native Display
3. Video
May 11th, 2018
Tapjoy (USA)
Tapjoy SDKAndroid
12.0.0
iOS
12.0.0
1.1.01. VideoMay 31st, 2018
Tapjoy
Tapjoy SDKAndroid
12.3.0
iOS
12.3.0
1.1.01. VideoJune 18th, 2019
Tapjoy
Tapjoy SDKAndroid
12.4.2
iOS
12.4.2

1.1.0
1. Video

May 20th, 2020
Pokkt (India)
PokktAndroid
7.2.1
iOS
7.3
1.1.3
1. HTML Display
2. Video
August 3rd, 2018
Pokkt
PokktAndroid
7.5.2
iOS
7.5.0
1.2.171. HTML Display
2. Video
October 21st, 2019
Pokkt
PokktAndroid
8.1.0
iOS
8.1.0
1.3.101. HTML Display
2. Video
September 29th, 2020
Pandora (Denmark)
PandoraAndroid
1808.1
iOS
1808.1
1.1.1 (Android)
1.1.2 (iOS)
1. HTML Display
2. Video
August 17th, 2018
Pandora
PandoraAndroid
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 SDKAndroid
3.19
iOS
3.00
1.1.21. HTML DisplayAugust 29th, 2018
inMarketinMarket SDKAndroid
339-411
iOS
312-1120
1.2.171. HTML DisplaySeptember 5th, 2019
Display.io (Israel)

Display.io SDKAndroid
1.6.5.2
iOS
1.0.6
1.2.2
1. HTML DisplayOctober 2nd, 2018
Display.io
Display.io SDKAndroid
2.0.0.10
iOS
1.0.6

1.2.2
1. HTML Display
2. Video
March 13th, 2019
Display.io
Display.io SDKAndroid
3.5.0
iOS
2.6.0
1.2.2
1. HTML Display
2. Video
November 5th, 2019
InMobi (India)

InmobiAndroid
a725
SDK iOS
i711
1.2.11. HTML Display
2. Native Display
3. Video
October 4th, 2018
Madvertise Media (France)

Madvertise SDKAndroid
1.2.2
iOS
1.0
1.2.4
1. HTML Display
2. Native Display
3. Video
October 10th, 2018
Madvertise Media
Madvertise SDKAndroid
2.15
iOS
2.16
1.2.191. HTML Display
2. Native Display
3. Video
October 30th, 2019
Gameloft (France)

GameloftAndroid
4.0.1
iOS
4.0.1
1.1.31. HTML Display
2. Video
October 19th, 2018
Gameloft
GameloftAndroid
1.2.19
iOS
1.2.19
1.2.191. HTML Display
2. Video
November 13th, 2019
Teads (France)

Teads SDKAndroid
4.0.44
iOS
4.1.2
1.2.11. VideoOctober 25th, 2018
Teads
Teads SDKAndroid
4.4.0
iOS
4.4.0
1.2.201. HTML Display
2. Video
October 30th, 2019
ByteDance (China)

TikTok SDKAndroid
9.3.0
iOS
9.3.0

1.1.21. VideoNovember 20th, 2018
ByteDanceTikTok SDKAndroid
13.3.9
iOS
13.8.0

1.1.21. Video
December 10th, 2019
ByteDanceTikTok SDKAndroid
15.3.27
iOS
15.4.0
1.1.2 (Android)
1.2.16 (iOS)
1. VideoMarch 31st, 2020
ByteDanceTikTok SDKAndroid
16.0.4
iOS
15.5.0
1.3.0 (Android)
1.3.1 (iOS)
1. VideoMay 20th, 2020
ByteDanceTikTok SDKAndroid
16.3.1
iOS
15.7.0
1.3.0 (Android)
1.3.1 (iOS)
1. VideoJune 16th, 2020
ByteDance (China)

HeloAndroid
1.0
1.3.0
1. Video
May 20th, 2020
MezzoMedia (Korea)

SIGNAL-PLAY & MANPLUSAndroid
1.0
SDK iOS
1.2.0
1.2.11. VideoNovember 20th, 2018
MezzoMedia
SIGNAL-PLAY & MANPLUSAndroid
1.3.1-Cjnet
1.3.11. HTML Display
2. Native Display
3. Video
May 20th, 2020
Google (USA)

Google IMA SDK
Android
3.9.4
iOS
3.7.3

1.2.01. Video
December 11th, 2018
Google
Google IMA SDK
Android
3.16.5
iOS
3.11.2
1.3.01. Video
February 25th, 2020
GoogleGoogle 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
GoogleAnvato SDK
Android
5.0.49
iOS
5.0.48
1.2.141. VideoFebruary 26th, 2020
VNG Corporation (Vietnam)

Adtima SDKAndroid
1.0
iOS
1.0
1.1.01. HTML Display
2. Video
January 25th, 2019
VNG Corporation
Adtima SDKAndroid
1.0
iOS
1.0
1.3.11. Native Display
2. Video
June 15th, 2020
VNG Corporation
Adtima SDKAndroid
1.0
iOS
1.8.1
Android
1.3.3
iOS
1.3.4
1. HTML Display
September 18, 2020
OpenX (USA)

OpenX SDKAndroid
4.8.2
iOS
4.8.2
1.2.21. HTML Display
2. Video
January 28th, 2019
OpenX
OpenX SDKAndroid
4.10.0
iOS
4.10.0
1.2.131. HTML Display
2. Video
August 30th, 2019
OpenXOpenX SDKAndroid
4.12.0
iOS
4.11.0
1.3.11. HTML Display
2. Video
March 18th, 2020
Pinger, Inc (USA)

Sideline & TextfreeAndroid
18.30
1.2.61. HTML DisplayFebruary 13th, 2019
Pinger, IncSideline & TextfreeAndroid
18.59.1
1.3.11. HTML Display
2. Native Display
3. Video
March 17th, 2020
Verizon Media (USA)
Oath SDKAndroid
0.16.0-SNAPSHOT
iOS
1.0.0
1.2.5
1. HTML Display
2. Video
February 25th, 2019
Verizon MediaOathAndroid
1.1.0-SNAPSHOT
iOS
1.1.0-SNAPSHOT
1.2.51. HTML Display
2. Native Display
3. Video
May 16th, 2019
Verizon MediaOathAndroid
1.3.5
iOS
1.3.4
1.2.201. HTML Display
2. Native Display
3. Video
February 28th, 2020
Verizon MediaVideo Syndication SDK
Android
2.30.SNAPSHOT
iOS
1.5.0
1.2.9
1.Video
May 1st, 2019
Verizon MediaVideo SDKAndroid
7.25.4
iOS
5.12.0
1.2.15 (iOS)
1.2.17 (Android)
1.VideoAugust 20, 2019
Verizon MediaVideo SDKAndroid
8.5.6
iOS
6.1.0
1.3.7 (iOS)
1.2.17 (Android)
1.VideoAugust 21, 2020
Jun Group (USA)
JG Showcase SDKiOS
1.2.1
1.2.11. HTML Display
2. Video
March 13th, 2019
Wattpad (Canada)
WattpadAndroid
7.20.0.2
iOS
7.4.0.1
1.2.11. Native Display
2. Video
March 13th, 2019
Wattpad (Canada)WattpadiOS
8.54.0.0
1.2.161. Native Display
September 18th, 2020
SoundCloud (Germany)

SoundCloudAndroid
2019.04.08-release
iOS
5.52.0
1.2.7 (iOS)
1.2.9 (Android)
1. Video April 29th, 2019
SoundCloud
SoundCloudAndroid
2020.04.16-release
iOS
5.91.0
1.2.7 (iOS)
1.2.9 (Android)
1. Video May 4th, 2020
AdColony (USA)

AdColony SDKAndroid
3.4.0
iOS
3.4.0.0
1.2.121. HTML Display
2. Video
April 29th, 2019
AdColony
AdColony SDKAndroid
4.0.0.0
iOS
4.0.0.0
1.2.171. HTML Display
2. Video
September 23th, 2019
SpotX (USA)

SpotX SDKAndroid
4.3.3
iOS
4.3.1

1.2.121. Video May 22nd, 2019
ucfunnel (Republic of Seychelles)

ucfunnel SDKAndroid
3.0.0
iOS
2.0.00
1.2.121. HTML Display
2. Native Display
3. Video
May 28th, 2019
ucfunnelucfunnel SDKAndroid
2.0.13-ff
iOS
3.0.0
1.3.31. HTML Display
2. Native Display
3. Video
May 14th, 2020
Smaato Inc (USA)

Smaato SDKAndroid
21.0.0
1.2.141. HTML DisplayJune 6th, 2019
Smaato IncSmaato SDKiOS
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)

HuluAndroid
3.53.0.307190
iOS
5.51.0.50000485
1.2.141. Video
June 20th, 2019
Hulu (USA)
HuluAndroid
4.3.0.408890
iOS
7.0.99.253
1.3.11. Video
July 20th, 2020
Ogury (UK)

OguryAndroid
3.1.1
iOS
1.1.0
1.2.12 (Android)
1.2.18 (iOS)
1. HTML Display
2. Video
June 24th, 2019
OguryOguryAndroid
3.3.7-moat
iOS
1.3.1
1.3.11. HTML Display
2. Video
March 30th, 2020
Smart AdServer
(USA)

Smart AdServer SDKAndroid
7.1
iOS
7.02
1.2.151. HTML Display
2. Video
June 27th, 2019
Nabd (Kuwait)

NabdAndroid
10.7
iOS
6.2

1.2.11. Native Display
2. Video
July 8th, 2019
Nabd
NabdAndroid
12.3
iOS
7.3
1.3.61. Native Display
2. Video
June 18th, 2020
The Walt Disney Company (USA)

ABCAndroid
5.8.0
iOS
6.9.0
1.2.151. Video
July 11th, 2019
The Walt Disney Company ABCAndroid
10.5.0
iOS
10.6.0
1.3.181. Video
September 25th, 2020
The Walt Disney CompanyFreeformAndroid
6.0.1
iOS
6.1.13
1.2.151. Video
July 17th, 2019
The Walt Disney CompanyFreeformAndroid
10.3.0
iOS
10.3.0
1.2.151. VideoJuly 1st, 2020
The Walt Disney CompanyFreeformAndroid
10.5.0
iOS
10.6.0
1.2.151. VideoSeptember 25th, 2019
The Walt Disney CompanyFXAndroid
6.0.0
iOS
4.0.1
1.2.151. VideoSeptember 20th, 2019
The Walt Disney CompanyFXAndroid
10.5.0
iOS
10.6.0
1.3.81. VideoSeptember 25th, 2020
The Walt Disney CompanyNat GeoAndroid
6.0.0
iOS
4.0.1
1.2.151. VideoSeptember 20th, 2019
The Walt Disney CompanyNat GeoAndroid
10.7.0
iOS
10.6.0
1.3.81. VideoOctober 6th, 2020
Vpon (Taiwan)

Vpon SDKAndroid
v4.9.0
iOS
v4.9.0
1.2.141. HTML Display
2. Native Display
3. Video
July 17th, 2019
VponVpon SDKAndroid
v5.1.0
iOS
v5.1.0
1.3.41. HTML Display
2. Native Display
3. Video
July 7th, 2020
Unity (USA)

Unity SDKAndroid
3.2.0
iOS
3.2.0
Unity3d/1.2.101. Video
July 18th, 2019
Unity
Unity SDKAndroid
3.4.0
iOS
3.4.6
Unity3d/1.3.01. Video
September 10th, 2020
PubMatic (USA)

PubMatic SDKAndroid
1.3.0
iOS
1.3.0
1.2.131. HTML DisplayJuly 31st, 2019
PubMatic
PubMatic SDKAndroid
1.4.0
iOS
1.4.0
1.2.181. HTML Display
2. Video
September 24th, 2019
PubMaticPubMatic SDKAndroid
1.5.0
iOS
1.5.0
1.3.01. HTML Display
2. Video
January 30th, 2020
NBCUniversal (USA)
NBC AppAndroid
7.1.0-DEBUG
iOS
7.2.0.15256
1.2.1 (iOS)
1.2.2 (Android)
1. Video August 1st, 2019
NBCUniversalNBC Sports App
Android
7.0.0.4303850
iOS
7.0.15128
1.2.13 (iOS)
1.2.16 (Android)
1. Video

September 13th, 2019
NBCUniversalTelemundo Deportes





Android
6.1.4304202
iOS
6.2.15772
1.2.13 (iOS)
1.2.16 (Android)
1. Video
January 8th, 2020




SmartNews (Japan)

SmartNewsAndroid
5.14.0
iOS
62.7.1
1.2.161. Native Display
2. Video
September 4th, 2019
SmartNews (Japan)
SmartNewsAndroid
8.2.0
iOS
8.2.0.5
1.2.161. Native Display
2. Video
August 20, 2020
Supership (Japan)

AD Generation SDKAndroid
2.15.1
iOS
2.15.1
1.2.9 (iOS)
1.2.16 (Android)
1. VideoSeptember 12th, 2019
SupershipAD Generation SDKAndroid
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
SupershipAD Generation SDKiOS
2.20.0
1.3.91. Video
2. HTML Display
3. Native DIsplay
September 1st, 2020
SupershipVAMP SDKAndroid
3.2.3
iOS
3.2.0
1.3.1
1. Video
May 5th, 2020
Paytm (India)

Paytm SDKAndroid
1.0
1.2.41. Native Display
October 15th, 2019
Paytm
Paytm SDKAndroid
1.0
1.2.41. Native Display
September 22nd, 2020
Yahoo! JAPAN


Yahoo! JAPAN SDKAndroid
7.0.0
iOS
8.0.0
1.2.181. HTML Display
2. Native Display
3. Video
October 21st, 2019
Yahoo! JAPANYahoo! JAPAN SDKAndroid
8.5.0
iOS
9.3.0
1.3.101. HTML Display
2. Native Display
3. Video
September 25, 2020
Mintegral (China)


Mintegral SDKAndroid
MAL_10.1.1
iOS
1.2.14-Mintegral
1.2.171. HTML Display
2. Native Display
3. Video
November 1st, 2019
SHAREit (China)


SHAREitAndroid
1.2.8
1.2.211. HTML Display
2. Native Display
3. Video
November 25th, 2019
AdView (China)


AdView SDKAndroid
4.1.5
iOS
4.0.0
1.2.151. HTML Display
2. Native Display
3. Video
December 23rd, 2019
Xandr (USA)


AppNexus SDKAndroid
6.2
iOS
6.2
1.2.191. HTML Display
January 8th, 2020
XandrAppNexus SDKAndroid
7.1
iOS
7.1
1.2.191. HTML Display
2. Video
March 26th, 2020
FreeWheel (USA)


FreeWheel SDKAndroid
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 OndemandAndroid
2.65.0
iOS
518
1.2.211. VideoJanuary 17th, 2020
ironSource (Israel)


ironSource SDKAndroid
6
iOS
6
1.2.221. HTML Display
2. Video
January 21st, 2020
Quibi (USA)


QuibiAndroid
1.0.0
iOS
1.0.1
1.2.201. VideoJanuary 29th, 2020
Quibi QuibiiOS
1.1.0
1.3.21. VideoApril 24th, 2020
Quibi QuibiAndroid
1.9.0
1.3.61. VideoAugust 3rd, 2020
MediaLab (UK)


MediaLab Android
10.0.2
iOS
4.4.0
1.3.11. HTML Display
February 4th, 2020
BIGO (Singapore)


Bigo SDKAndroid
1.8.0
1.3.01. HTML Display
2. Native Display
3. Video
February 28th, 2020
BIGO
Bigo SDKiOS
1.4.0
1.3.71. HTML Display
2. Native Display
3. Video
August 18th, 2020
Rakuten (Japan)


RakutenAndroid
0.2.2
iOS
0.1.2
1.3.11. HTML Display
May 16th, 2020
AJA Inc. (Japan)


AJA SDKiOS
0.6.0
1.3.21. Video
May 27th, 2020
AJA Inc. AJA SDKAndroid
0.6.5
1.3.21. Video
September 25th, 2020
SAMSUNG ELECTRONICS (South Korea)


Samsung SDKAndroid
6.0.1
1.2.221. Native Display
2. Video
July 1, 2020
Taiwan Mobile


TAmedia SDKAndroid
7.0
iOS
7.0
1.3.61. HTML Display
2. Video
July 20, 2020
Nine Entertainment Co. (Australia)


9NowAndroid
4.7.0
iOS
4.7.0
1.3.41. Video
July 24, 2020
Seven Network (Australia)


7PlusAndroid
7plusUAT_android_1
iOS
7plusInternal_ios_56964
1.3.11. Video
August 3rd, 2020
PubNative GmbH (Germany)


Verve Group HyBid SDKAndroid
1.5.0
iOS
1.5.0
1.3.71. HTML Display
2. Video
August 13th, 2020
Transsion (China)


HippoAD SDK Android
5.0.0.1.42-SNAPSHOT
1.3.71. HTML Display
2. Native Display
September 1st, 2020
Promogo (Jakarta)


PromogoAndroid
1.3.10
1.3.51. Native Display
2. Video
September 3rd, 2020
MoPub (USA)


MoPubAndroid
5.13.1-omid.7
iOS
5.14.0
1.3.41. HTML Display
2. Native Display
3. Video
September 11th, 2020
Vungle
VungleAndroid
6.8.0
iOS
6.7.0-OMSDK-Certification
1.3.111. 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:

  1. Introduced a number of macros (like “SERVERSIDE”) to better support SSAI
  2. Provided guidance around HTTP headers that can help with SSAI support
  3. 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:


ABOUT THE AUTHOR

This image has an empty alt attribute; its file name is amit-shetty-2-975x1024-150x150.jpg

Amit Shetty
Senior Director, Product
IAB Tech Lab