OMID Explained: How IAB's Open Measurement SDK Works with VAST AdVerifications

You've probably seen apiFramework="omid" inside a VAST tag and wondered what it actually does. This is the practical explanation — what OMID is, how it fits into VAST 4.1+, what each field means, and what breaks when you get it wrong.

What is OMID?

OMID (Open Measurement Interface Definition) is the API layer inside the IAB Tech Lab Open Measurement SDK (OM SDK). It defines a standardised way for third-party measurement vendors — DoubleVerify, IAS, Moat, etc. — to collect viewability, audio, and fraud signals from any video or audio player, whether that's a web browser, a mobile app, or a CTV device.

The key distinction: OMID is the protocol. OM SDK is the implementation (native libraries for iOS, Android, and web). In practice, most people use the terms interchangeably.

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