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IAB Tech Lab expands open measurement SDK to new CTV platforms
Mumbai: IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the expansion of its Open Measurement Software Development Kit (OM SDK) to include Samsung and LG. The expansion represents an important step toward achieving standardized and reliable viewability measurement across all digital advertising platforms.
OM SDK, renowned for its widespread adoption across iOS, tvOS, Android, and web video platforms, has extended its reach to address the increasing demand for holistic measurement solutions in CTV. With the addition of support for Samsung and LG platforms, OM SDK now covers a substantial portion of CTVs in households, amounting to a remarkable 40% of the market.
“We’re seeing the importance of standardizing campaign measurement and verification across digital ad platforms, especially with CTV’s growth,” said IAB Tech Lab CEO Anthony Katsur. “By expanding OM SDK for CTV to encompass additional platforms, we’re ensuring advertisers and agencies access consistent, normalized measurement metrics, ultimately addressing industry demands for improved cross-device and environment measurement, which supports increased ad spend on CTV platforms.”
The fragmentation of measurement signals across various platforms has long been a challenge. OM SDK for CTV aims to address this issue by providing a unified framework for measuring CTV-specific viewability signals like TV off, device type, and how long the user has been watching, similar to its successful implementation in mobile apps and web video. Advertisers and buyers, confronted with the escalating complexity of CTV inventory, can leverage the standardized measurement provided by OM SDK signals to ensure transparency and accountability in their campaigns.
“By adopting this standardized approach to measurement, CTV app developers and buyers can collectively enhance the effectiveness and reliability of advertising across all digital channels,” said Oracle Advertising’s Rachel Creel-McGuire, vice president, of product management, Oracle Moat. “Leveraging the same open measurement signals across mobile app, web video, and CTV enables stakeholders to achieve greater consistency and transparency in advertising metrics, driving the industry towards a more accountable and efficient future.”
Leading CTV advertising platforms like Freewheel, Direct TV Advertising, and Bedrock Streaming have already integrated OM SDK for Android TV and TV OS, securing IAB Tech Lab certification. For more information about OM SDK for CTV and its integration guidelines,
SEOUL: In the eternal battle between gamers demanding lightning-fast refresh rates and professionals craving pixel-perfect clarity, LG Display reckons it has found détente. The South Korean display titan is unveiling the world’s first 27-inch 4K OLED monitor panel that marries an RGB stripe structure with a blistering 240Hz refresh rate—a combination previously thought incompatible, like oil and water or fashion and function.
The breakthrough lies in how the pixels are arranged. RGB stripe structure lines up red, green and blue subpixels in neat rows, banishing the colour bleeding and fringing that plague lesser screens when you park your nose close to the display. It is the difference between reading crisp text and squinting at a rainbow-tinged mess. OLED panels using this method existed before, but they topped out at a sluggish 60Hz—fine for spreadsheets, useless for fragging opponents in first-person shooters.
LG Display’s engineering wizardry changes the game. By cranking the refresh rate to 240Hz whilst maintaining that pristine RGB stripe layout, the company has produced a panel that works equally well for colour-critical design work and twitchy gaming sessions. Better still, the panel incorporates Dynamic Frequency & Resolution technology, letting users toggle between ultra-high-definition at 240Hz and full-HD at a frankly ludicrous 480Hz. That is fast enough to make your eyeballs sweat.
The specs are suitably impressive: 160 pixels per inch for exceptional detail, optimised performance for Windows and font-rendering engines, and colour accuracy that should please the Photoshop brigade. LG Display achieved this by boosting the aperture ratio—the percentage of each pixel that actually emits light—and applying what it coyly describes as “various new technologies.” Translation: years of R&D and probably some sleepless nights.
Existing high-end gaming OLED monitors have relied on RGWB structures (which add a white subpixel) or triangular RGB arrangements. Both work, but neither delivers the sharpness that professionals demand. LG Display’s new stripe pattern is tailored specifically for monitor use, a recognition that staring at a screen from two feet away demands different engineering than watching telly from across the room.
The company is betting big on this technology, targeting the high-end monitor market where it already commands roughly 30 per cent of global OLED panel production. Among gaming OLED panels in mass production, LG Display claims world-leading specs across refresh rate, response time and resolution—a trifecta that sounds like marketing bluster until you check the numbers.
“Technology is the foundation of leadership in the rapidly growing OLED monitor market,” says LG Display head of the large display business unit Lee Hyun-woo. He promises to keep pushing “differentiated technologies compared to competitors”—corporate-speak for staying ahead of Chinese rivals snapping at LG’s heels.
The new panel will debut at CES 2026 in Las Vegas, where LG Display plans to woo customers and expand its lineup. Initial rollout targets high-end gaming and professional monitors, the sweet spot where people actually pay premiums for superior screens rather than settling for whatever came with their laptop.
Whether this technology reshapes the monitor market or remains a niche luxury depends on two things: pricing and production scale. But for now, LG Display has pulled off something rare—a genuine technical leap that solves a real problem. Gamers get their speed, designers get their clarity, and LG gets bragging rights. In the cutthroat world of display tech, that counts as a win.
