OMID (Open Measurement Interface Definition)

OMID — Open Measurement Interface Definition — is the IAB Tech Lab's spec for letting third-party verification scripts measure viewability and brand-safety from inside any video player. The Open Measurement SDK (OM SDK) is the canonical implementation. The OM SDK loads alongside the player, hosts the verification script (typically from IAS, DV, or MOAT), and exposes a defined set of geometry and event hooks so the script can compute MRC-grade viewability without needing to ship its own player.

OMID solved the verification problem that VPAID had created. With VPAID, the verification script had to be embedded in the ad creative, which meant the buyer had to negotiate verification vendor compatibility with every creative. With OMID, the verification script is loaded by the player and can measure any ad — the creative is just media. OMID 1.4 (2022) is the broadly-deployed version; OMID 1.5 (2024) added support for in-stream interactive ads and improved CTV pod-level reporting.

On CTV, the OM SDK is now table stakes — Roku, Fire TV, Samsung Tizen, LG webOS all ship the OM SDK in their reference player. On DOOH, OMID adoption is partial — Trillboards screens run a stripped OM SDK build (the viewability-only subset) because full OMID is overkill for short DOOH slots. See viewability for the DOOH-specific measurement model.

The big buy-side win: any verification vendor can measure any OMID-enabled inventory without per-creative engineering.