OMID and playables: what Open Measurement currently covers—and what it does not certify

A measurement lead should not treat a playable impression as “OMSDK-certified” unless the serving SDK’s Open Measurement session actually covers that creative. IAB Tech Lab’s Open Measurement (OM) SDK exposes viewability and verification signals through the Open Measurement Interface Definition (OMID). The published capabilities documents cover mobile in-app display and video (and web/CTV expansions)—not a separate playable certification mark.

What OM SDK / OMID currently documents

Open Measurement (OM) SDK (IAB Tech Lab; last updated 4 November 2025) describes OM SDK as common libraries so apps and sites can publish measurement signals to OMID for third-party verification tags. Stated capabilities: impression measurement (on-screen percentage and duration), verification (invalid traffic and brand requirements), and universal integration across mobile apps, web and connected TV. Current OMID API docs are published through version 1.6 on the same page.

The Capabilities and Limitations overview (OM SDK 1.3 PDF; body-read 19 September 2026) states initial scope as mobile in-app ads including display, video, interstitials and native. Native libraries collect geometry and (for video) playback events; signals publish via the OMID JavaScript API. Supported technology tables cover Mobile In-App Display and Mobile In-App Video on iOS and Android (WebView and native paths). VPAID is listed as not supported in the summarised tables.

OMID API v1.5 (June 2024) frames OMID for third-party viewability and verification for ads served to mobile app, web video and CTV environments. Session metadata includes creative/media/impression type fields used to classify the ad session—still within the display/video architecture, not a playable-specific standard.

What this means for playable creatives

Observation: many playables render as HTML inside a WebView or interstitial container. If the host mediation/ad SDK creates an OMID ad session for that WebView display (or video) surface and verification scripts run correctly, viewability signals can apply to that session under ordinary display rules. Vendor claim on the OM pages: OM standardises signals for the supported ad formats above. Editorial inference: calling a playable “OMSDK-certified” without naming the certified integration partner, OM SDK version and creative/session type overstates what IAB publishes.

MRC-style viewable criteria referenced in related OM materials (commonly 50% of pixels in view for 1 continuous second for display, or 2 seconds while playing for video) remain the measurement definitions those sessions use—they are not a playable interaction or completion metric.

Who should act, and how

Measurement leads should:

1. Ask the network or SDK which OM SDK version and compliance certification covers the placement.
2. Confirm whether the playable is measured as an HTML/WebView display session (or video), and which verification vendors receive OMID events.
3. Separate playable engagement metrics (interaction, store open) from OMID viewability metrics.
4. Refuse “OMSDK playable” language in vendor decks unless the above locators are supplied.

Limits of this record

IAB Tech Lab OM landing page, Capabilities PDF and OMID 1.5 API PDF only. Per-partner compliance listings were not exhaustively queried via the Compliance API. No lab test of a playable WebView session was run. Announcement dates for original OM SDK GA are historical and not re-dated here.

Research checked 19 September 2026. Local draft; human editorial review and byline assignment pending.