Client-Side Beaconing & IAB Open Measurement for OTT DAI

Dynamic ad insertion (DAI) has become the backbone of OTT monetization, and the industry is now evolving beyond server-side signals to strengthen measurement credibility with buyers. Server-side beaconing tells you an ad was stitched into a stream, focusing on ad insertion, while additional signals can confirm playback real viewer engagement. That distinction is now what separates platforms that command premium CPMs (Cost per mille) from those that are still building toward that level of verification.

Ateme and Castlabs are addressing this directly by combining client-side beaconing, IAB Open Measurement (OM) certification, and SVTA standardization into a coherent approach to OTT ad beaconing and measurement.

Extending server-side signals with playback verification

SSAI solved real problems: device fragmentation, ad blockers, and seamless playback. It established a strong foundation, while playback layer verification is the next step in its evolution. As OTT ad budgets scale, advertisers increasingly expect proof of delivery alongside server-side insights. With stringer verification, platforms can streamline reporting, simplify discussions with agencies, and support premium CPMs.

What client-side beaconing makes possible

Instrumenting the player directly changes what’s measurable. Client-side beacons capture ad start, quartile, and completion events from actual playback — complementing stitching activity with playback insights. They confirm whether an ad rendered and was viewable on the device, flag interruptions or early exits, and produce consistent signals across platforms and device types.

The result is a verifiable record of what happened on screen — one that holds up when a buyer asks for it.

How standardization solves the fragmentation challenge

Client-side beaconing isn’t new. Historically, many implementations have been proprietary, meaning each publisher, player vendor, and ad stack ends up with its own event model and integration path. That multiplies complexity for everyone involved and makes beaconing signals difficult to compare across platforms.

SVTA’s standardization work targets this directly. Common event definitions and interoperable frameworks reduce the need for custom implementations, lower integration costs, and make beaconing behavior more consistent across players and devices. For publishers, that means faster deployments. For buyers, it means measurement data that’s actually comparable at scale.

The Role of IAB OM Certification

SVTA alignment addresses fragmentation. Open Measurement Software Development Kit (OM SDK) certification by IAB Tech Lab addresses transparency and trust. The OM SDK certification provides a recognized framework that connects client-side measurement to leading verification and brand safety providers — the ones agencies rely on when making buying decisions. OM-certified beaconing supports standardized viewability metrics, reduces one-off integrations, and puts OTT platforms on the same footing as other premium digital inventory.

Together, SVTA’s standardization and IAB Tech Lab’s OM SDK certification cover both sides of the measurement problem: interoperability across the ecosystem, and credibility with buyers.

What Ateme and Castlabs bring to this

Ateme’s background is in SSAI and OTT ad workflow infrastructure. Castlabs brings player technology, PRESTOplay integration, and standards-based measurement expertise. The collaboration connects these two layers — server-side efficiency at scale with verified, OM-certified playback signals — without maintaining both delivery performance and measurement quality.

See It in action at NAB 2026

If you’re working through OTT monetization challenges — whether that’s measurement credibility, advertiser reporting requirements, or reducing integration complexity — we’d love to to connect at NAB Show 2026. Stop by the Ateme (#W1723) or the Castlabs (#W2151) booth to dig into how standardized, OM-certified client-side beaconing can support your DAI transformation.