The Interactive Advertising Bureau (IAB) and IAB Tech Lab said it released Mobile Rich Media Ad Interface Definitions (MRAID) Version 3.0, the latest version of a specification that aims to enable creators of in-app advertising to streamline the creative process.
MRAID is a standard designed for mobile-rich media ads that run in mobile apps. It’s used by developers who create rich-media ads to communicate what those ads do with the apps into which they are being served -- functions that include expansion and resizing.
The IAB said MRAID 3.0 was developed after a public comment period that gathered over 50 comments from across the industry and resulted in improving proposed features as well as adding new features. Among those new features:
--Viewability support that enables creative to measure viewability per industry standards and tailor its display for an optimal user experience.
--Audibility measurement that allows creative units to understand the user’s context and deploy audio in ads in a non-disruptive manner.
--Standardization of the close button for expanded ads and interstitials. Users always have the option to exit an ad.
--Ads can inform the host ad container if they encounter an error, and initiate a smooth exit.
--When allowed by the user and the app publisher, ads seamlessly use location data for personalization of creative messaging.
--Select Video Player Ad Interface Definition (VPAID) events are now fully integrated as part of MRAID 3.0 to ensure uniform reporting and measurement of video creative.
The IAB said it’s also working on a new set of MRAID 3.0 compliance ads to be used for certifying software development kits (SDKs) and on creating a best-practices guide to offer more guidance on how to implement features or clarification of the standard.