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IAB Tech Lab Extends OM SDK Support to CTV Pause, Menu and Overlay Formats

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On November 10, 2026, IAB Tech Lab expanded OM SDK support to pause, menu, screensaver and overlay formats within the CTV Ad Portfolio. This gives buyers a consistent impression signal on inventory that previously did not resemble mid-roll spots. Sellers continue to deliver these buys as VAST, with third-party measurement arriving through the same verification contract the SDK uses. The article explains that much of the confusion lies in which file a player actually runs, since OMID, SIMID and deprecated VPAID each appear under the apiFramework attribute. It notes that VPAID was deprecated in VAST 4.1, while SIMID handles interactivity only and OMID serves as the measurement API rather than a creative replacement.

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