JW Player, the independent video delivery and intelligence platform, says its HTML5 video player is the first to support the Open Measurement Interface Definition (OMID), the new industry standard for ad measurement.

JW Player’s web player has been updated to include the Open Measurement for Web Video SDK, which creates a consistent, transparent, and secure alternative to VPAID wrappers for viewability measurement. The SDK gives publishers more control over the ad extensions on their content and streamlines the measurement process for advertisers.

“OMID is the ad measurement standard the industry has been waiting for, and we’re proud to be among the first to offer it to publishers,” said Michael Schwalb, General Manager of Data and Advertising at JW Player. “The new standard will make it easier than ever for advertisers to track the performance of their ads. Plus, with JW Player’s real-time viewability signals from the video player, advertisers will gain new opportunities to bid against in-view impressions on relevant content, while publishers will be able to monetize more of their available content.”

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