In-app viewability tracking: what you need to know
Learn how Adnami measures in-app viewability today, why it differs from web tracking, and which setups work best.
As from July 2026, Adnami can identify where ads are being served inside native mobile apps. This means more accurate impression counts, clearer app-level data, and better viewability tracking.
This went live on 03.07.2026. We're still monitoring the results and will update this article as we learn more.
The short version of in-app measurement update:
- Impressions and app identification are more accurate across every setup. No more traffic lumped under a generic app.unknown.com.
- Viewability and time-in-view are most reliable on one specific setup today, and improving elsewhere over time.
How it works
In-app ads render in a WebView — the same underlying tech as web, just inside the app. That's why creatives, video, and clicks work the same as they always have.
Viewability and time-in-view are different. For these, we connect to the OM SDK and read its signals directly. This tells us exactly when a creative came into view, when it left, and whether anything in the app is blocking it.
💡 On web, we build these signals ourselves. In-app, we depend on the OM SDK — and different providers (Google, Microsoft, etc.) each build their own version of it. Small differences between versions can lead to slightly different results.
Best setup today for in-app creatives from Adnami
DV360 → Google Ad Manager, on apps using the Google Mobile Ads OM SDK, is currently the most reliable combination — because it's the one we've tested the most.
⚠️ Even here, results aren't guaranteed every time. Test with the publisher before launching a real campaign — ideally with Adnami involved.
Other setups (Xandr, Index Exchange, etc.)
These still work — you'll get the same improved impression accuracy and app identification as everywhere else. Viewability and time-in-view may be less precise for now, simply because each DSP's OM SDK implementation behaves a little differently. We're actively testing and refining support here.
What's next
We're testing and verifying OM SDK support across more DSPs and SSPs, to bring the same accuracy seen on Google setups everywhere else.
FAQ
Q: Can I confidently launch Standard Display Ads in-app right now?
A: Yes. Impressions and app identification are solid everywhere. Viewability and time-in-view are strongest on DV360 → Google Ad Manager today, and improving on other setups over time.
Q: What should I do before launching?
A: Test the setup with the publisher first — ideally with Adnami involved.
Q: Does this work with Xandr or Index Exchange?
A: Yes — you still get better impression and app data. Viewability and time-in-view may vary a bit until we've tested those setups further.
Q: Why does the setup matter?
A: Because viewability and time-in-view rely on the OM SDK, and each provider's implementation of it differs slightly. We don't control that part — we just read the signals it gives us.
Q: Something looks off in my reporting — what do I do?
A: This is brand new (live since Wednesday) and still being monitored. Reach out and we'll look into it with you.
Q: Will other setups improve?
A: Yes — it's an active roadmap item.