FreeWheel’s Certification Marks a Milestone for Transparency and Consistency Across CTV Platforms
In June of 2024, IAB Tech Lab released an update to the Open Measurement SDK (OM SDK) that enabled standardized impression and viewability measurement for LG and Samsung devices. With this update, OM SDK now supports measurement for over 40% of the US Connected TV (CTV) market. In February 2025, FreeWheel became the first company to achieve compliance certification with this SDK, adding to its existing CTV certifications for Android TV and tvOS, as well as web video and mobile app certifications.
The release of OM SDK for LG and Samsung marked a significant milestone in addressing fragmentation across CTV platforms. OM SDK provides a unified framework for measuring CTV-specific viewability signals, such as whether the tv screen is off, device type, and length of uninterrupted viewing duration (helping indicate sessions where a user may or may not be present). This brings the same level of transparency and accountability to CTV that it has long provided for mobile apps and web video. As CTV inventory grows increasingly complex, advertisers and buyers can rely on OM SDK’s standardized measurement to enhance campaign trust and performance.
“Our compliance program exercises the OM SDK integration providing trust and transparency in the signals necessary for impression and viewability measurement,” said Jill Wittkopp, VP of Product at IAB Tech Lab, who oversees OM SDK development. “We hope to see other companies follow Freewheel’s lead by adopting the OM SDK standard and achieving certification across all supported devices and channels.”
By securing OM SDK certification for LG and Samsung, FreeWheel is leading the charge in standardizing CTV measurement—delivering benefits across the entire ecosystem:
- Building Trust for Growth: Compliance with industry standards establishes confidence in measurement capabilities, enabling brands to invest in CTV inventory with greater assurance that their ads are seen.
- Reducing Fragmentation, Increasing Efficiency: IAB Tech Lab’s compliance programs ensure consistency in advertising metrics, facilitating smoother collaboration between advertisers and publishers.
- Accelerating time to market: Standardized measurement allows publishers and advertisers to make informed decisions about ecosystem reliability, leading to faster product rollouts.
- Lowering Operational Costs: Compliance streamlines third-party integrations, reducing redundant efforts and saving both time and money.
“With OM SDK support for LG and Samsung, we can now extend the same standard of viewability and impression measurement to a significantly larger share of the CTV ecosystem,” said Michelle Zyglis, Vice President of Product Management, TV Platform at FreeWheel. “It’s an essential part of how we’re building a transparent, multiscreen TV advertising ecosystem with premium content and a great viewer experience.”
IAB Tech Lab urges other partners to follow FreeWheel’s lead by obtaining certification for these widely used devices. By doing so, the CTV ecosystem can continue to grow while increasing buyer confidence in impression and viewability measurement accuracy. You can learn more about OM SDK here.
Jarrett Wold
VP of Member Solutions, Services, and Compliance
IAB Tech Lab