What is OMID?
OMID (Open Measurement Interface Definition) is the interface of IAB Tech Lab's Open Measurement SDK, which lets third-party verification vendors measure viewability and ad events through one shared integration instead of each vendor shipping its own SDK. In OpenRTB, a seller signals that its environment runs Open Measurement with API framework value 7 (OMID 1.0) in the impression's api array.
Also called: Open Measurement, OM SDK, Open Measurement Interface Definition, Open Measurement SDK.
How it works
Open Measurement started in mobile apps, where a publisher integrates the OM SDK once and verification scripts from any vendor run against it; web and CTV versions followed. The bid request signal is value 7 in Banner.api, Video.api, Audio.api, or Native.api. Many integrations also pass the OM SDK partner name and version in source.ext.omidpn and source.ext.omidpv. Those are an extension convention, not core fields.
For video, the verification scripts travel in the VAST response, in the AdVerifications node of VAST 4 or an extension in older versions. A buyer that needs verification checks for 7 in the api list before bidding with a creative that depends on it, and declares that dependency in Bid.apis.
Pitfalls: listing 7 when the app or player does not actually run the OM SDK, which produces impressions the buyer cannot measure; dropping verification nodes when rewrapping VAST; and relying on VPAID wrappers for measurement on players that cannot execute VPAID. Open Measurement has replaced VPAID as the standard route for video verification.
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Related terms
Every term is in the glossary.