AdsWizz, a leading global technology provider for digital audio advertising solutions, has been certified by the IAB Tech Lab as Open Measurement Software Development Kit (OM SDK) compliant. If that makes your eyes cross, think of it as “audibility.” This is the first time an audio ad-tech provider has had their SDK (Software Development Kit) certified for this compliance, enabling “audibility” verification of audio ads. The purpose of this standard is to give audio advertisers authentication that their ads are heard.
AdsWizz’s technology reaches over 500 million unique devices globally and is used by some of the world’s largest audio publishers around the world, such as TuneIn in the U.S., Bauer Media and Wireless in the U.K., M6 and NRJ in France, Crossplan Deutschland Publishers in Germany, ARN, SCA and NZME in Australia and New Zealand. AdsWizz calls this reach “the largest footprint of audiences listening to premium audio content.”
Pandora and SoundCloud adoption are planned for later this year.
“Advertisers coming from video and display, where standards like this are in place, need validation that their investment in audio is safe,” said Erik Barraud, SVP of Product Management at AdsWizz. “That is why we continue to lead the industry and embrace standards that help us – and all of our partners — give advertisers assurance and peace of mind when it comes to audio advertising.”
AdsWizz points out that its technology is versatile, powering unique advertising capabilities such as interactive ad formats. AdsWizz ShakeMe and AdsWizz Voice Ads allow the listener to interact with the ad by shaking their phone or giving a voice response, respectively. The interactive responses can download an app or coupon, take the listener to a website to learn more, deliver directions to a store location, and more.
IAB Tech Lab started work on this verification standard in April 2018, originally applied to video (“viewability”). A recent release of the standard includes an audio verification component for the first time. To classify as an “audible” ad, the audio ad must play for 2 seconds with the player un-muted.