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IAB's Tech Lab Updates MRAID

Tyrone Stewart

IAB Tech Lab IAB’s Technology Laboratory has updated the Mobile Rich Media Ad Interface Definition (MRAID) in the first major overhaul to MRAID in more than four years.

The revised MRAID 3.0 will provide technical guidance for improved user experience, faster rendering, viewability measurement and Video Player Ad Interface Definition (VPAID) integration, among other advancements.

“With more accurate mobile viewability metrics, MRAID 3.0 creates better opportunities for publishers to monetize their inventory and for brands to understand the effectiveness of their campaigns,” said Anna Bager, IAB’s senior VP and GM for mobile and video. “The IAB Mobile Marketing Center of Excellence is impressed with the IAB Tech Lab’s continued development of the MRAID standard, and look forward to future cooperation on its advancement.”

MRAID 3.0’s new features include: guidance on pre-loading ads and ensuring ads are shown to the user only when they are ready for display, full integration with VPAID to permit video measurement within mobile ads leveraging MRAID and audibility measurement to inform the ad if device audio is enabled and at what volume level.

Alanna Gombert, senior VP for technology and ad operations at IAB and GM at IAB Tech Lab said: “In today’s mobile-centric world, guidelines that allow for interoperability are imperative. These revised guidelines will further enhance and improve the rich mobile ad experience for consumers, while also improving ad effectiveness for advertisers and publishers.”