IAB Tech Lab, the global digital advertising technical standards-setting body, has announced the release of Device Attestation support in the industry-standard Open Measurement SDK (OM SDK). The new capability, currently supported on Apple devices and Fire TV, is designed to strengthen industry efforts to combat device spoofing and 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 of 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. With attestation, they can be confident the inventory they are measuring is real.”

Device Attestation addresses a core vulnerability in connected TV (CTV) and mobile advertising: device spoofing. In these attacks, bad actors falsify device information to make fraudulent traffic appear as premium inventory, resulting in wasted ad spend for buyers and lost revenue for sellers.

By adopting the IETF Privacy Pass Protocol for digital advertising verification, Device Attestation in OM SDK enables buyers to independently verify that they are purchasing genuine CTV and mobile inventory. This is achieved through privacy-preserving attestations issued directly by device manufacturers, adding a powerful new signal to detect and prevent 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 at MRC. “We appreciate the opportunity to support this important enhancement to OM SDK that strengthens IVT detection and measurement capabilities.”

Since 2018, OM SDK has served as a shared measurement foundation, enabling third-party verification of impressions and viewability across CTV and mobile environments. The addition of Device Attestation extends this role by helping establish trust at the seller and supply-path level through verifiable proof of device authenticity.

For buyers, this capability delivers cleaner measurement and reduces waste from fraudulent inventory. For sellers and app developers, it protects monetization by signaling attested supply paths. For verification companies, it introduces a new supply-chain signal tied directly to device authenticity.

“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,” said Neal Richter, Director, Amazon DSP, Amazon Ads. “As adoption grows, this will create greater 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 and Global Head of Product at HUMAN. “It gives buyers more confidence and allows sellers to differentiate trusted supply paths.”

“With the rise of sophisticated schemes that misrepresent devices as premium inventory, this new signal can help further reduce fraud and strengthen confidence in media quality,” said Gilit Saporta, VP of Product Management – Fraud & Quality at DoubleVerify.

The Device Attestation release reflects collaboration across the Open Measurement Commit Group, which includes technical stakeholders from across the advertising ecosystem. Participating companies include AdsWizz, Amazon Ads, DoubleVerify, Google, HUMAN, and Integral Ad Science.

This cross-industry effort ensures the framework is technically rigorous, privacy-conscious, and scalable across CTV and mobile environments.