Whilst mobile advertising and ad technologies have experienced some phenomenal growth over the last few years, ad standards haven’t been all that clear. The Interactive Advertising Bureau (IAB) has continued to try to provide guidance. However, this has been somewhat dampened by the myriad of formats and ever expanding options of ad technologies within mobile.
IAB rolls out MRAID 3.0
Now, the IAB Technology Laboratory has proposed the first major overhaul of its Mobile Rich Media Ad Interface Definition (MRAID) in four years. The company is calling on industry professionals to comment the updates, developed by the MRAID Working Group.
The revised MRAID 3.0 draft offers technical guidance for improving user experience, faster ad rendering, viewability measurements and video player ad interface definition (VPAID) integration.
Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB, adds:
“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. 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.”
Among the new features, MRAID 3.0 offers guidelines for pre-loading ads to make sure they show up on a user’s device only when ready for display. When it comes to viewability, measurements come with added viewable percentage of an ad and clear tracking. They also serve guidance on full integration with VPAID to allow video measures in mobile ads using MRAID and the ability to find out whether access to device location is enabled. Marketers can also find out if sound was enabled on a device when they were showing their video campaigns.
Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab, says:
“These revised guidelines will further enhance and improve the rich mobile ad experience for consumers, while also improving ad effectiveness for advertisers and publishers.”