IAB Tech Lab Launches Device Attestation Support in Open Measurement SDK to Combat Device Spoofing

Get seller-level insights on genuine CTV and mobile device inventory to protect against ad fraud and to improve measurement quality.

NEW YORK, Nov. 4, 2025 /PRNewswire/ -- IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the release of Device Attestation support in the industry standard Open Measurement SDK (OM SDK). This new capability is currently supported on Apple devices and FireTV and is designed to strengthen further efforts to combat widespread device spoofing and to provide buyers, sellers, and verification companies with greater confidence in the environments where ads are delivered.

"OM SDK gave buyers standardized, consistent measurement metrics across screens and devices," said Anthony Katsur, CEO, IAB Tech Lab. "The Device Attestation capability builds on that and provides a critical next step for CTV growth. Buyers should prioritize the OM SDK because it is the only measurement standard built on device-native signals, not inferred data. And with attestation, they can be confident the inventory they are measuring is real."

The new capability helps address a fundamental vulnerability in CTV and mobile advertising: the misrepresentation of device information. Also called device spoofing, where bad actors falsify device information to appear as premium inventory, this leads to wasted ad spend for buyers and lost revenue for sellers. Adopting IETF's Privacy Pass Protocol for the digital ads verification use case, the Device Attestation capability in OM SDK enables buyers to independently verify that they are buying genuine CTV and mobile inventory from sellers, thanks to privacy-preserving attestations made by device manufacturers for their devices. This adds another valuable signal that can strengthen the industry's ability to detect and prevent device spoofing.

"Device spoofing is a significant attack vector for bad actors generating invalid traffic across several General and Sophisticated IVT categories required to be detected and filtered as part of MRC Standards," said Ron Pinelli, SVP Digital Research & Standards, MRC. "MRC appreciates the opportunity to be involved in and support the development of this important enhancement to OM SDK that can be used by the ad tech ecosystem to enhance IVT detection and measurement capabilities."

This release builds on the OM SDK's role as a shared measurement foundation since 2018, enabling third-party verification of impressions and viewability across CTV and mobile environments. Device Attestation in OM SDK takes verification even further, helping the industry build trust in individual sellers and supply paths by allowing participants to demonstrate the authenticity of devices in the inventory they are selling.

For buyers, Device Attestation means cleaner measurement and reduced waste from fraudulent inventory. For sellers and app developers, it protects monetization by signaling attested supply paths. For verification companies, it creates a new seller and supply chain-level signal representing device authenticity.

"Device spoofing represents a significant threat in today's advertising landscape," said Neal Richter, Director, Amazon DSP, Amazon Ads. "By receiving secure signals of authenticity directly from supported CTV devices like Fire TV, we can be confident that we're getting inventory from real devices. As adoption of this new capability increases across the industry, we'll be able to independently verify that we're buying genuine CTV inventory, ultimately creating more transparency and trust in CTV advertising."

"Device attestation represents a fundamental shift in how we combat device spoofing by creating a positive signal of device authenticity," said Geoff Stupay, SVP, Global Head of Product at HUMAN. "We're extremely pleased to have collaborated with the OM SDK Commit Group to develop this capability, which will help buyers confidently identify quality CTV and mobile inventory and give sellers a way to differentiate their trusted supply paths."

"DV already detects device fraud at scale," said Gilit Saporta, VP, Product Management – Fraud & Quality, DoubleVerify. "However, with the rise of sophisticated schemes that misrepresent devices as premium inventory, this new signal can help further reduce fraud and strengthen confidence in the quality of media transactions."

The Device Attestation in OM SDK release reflects collaboration across the Open Measurement Commit Group, which includes a range of technical stakeholders from across the industry. Participating companies include AdsWizz, Amazon Ads, DoubleVerify, Google, HUMAN, and Integral Ad Science. This cross-industry participation ensures that the framework is both technically rigorous and scalable across environments.

To learn more about Device Attestation in OM SDK and how to implement it, visit https://iabtechlab.com/standards/open-measurement-sdk/.

About IAB Technology Laboratory
Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/. For more information, please visit https://iabtechlab.com.

SOURCE IAB Tech Lab