IAB Tech Lab releases MRAID 3.0 for creating in-app rich media ads across platforms

The IAB Tech Lab announced the release of MRAID 3.0 on Thursday. This version of the Mobile Rich Media Ad Interface Definitions builds on the universal specs for creating in-app rich media ads that can automatically run in any MRAID-capable app, across devices and operating systems.

“MRAID will be the bridge for in-app advertisement that allows the industry to focus on being creative instead of being bogged down supporting proprietary implementations,” the IAB Tech Lab said in the announcement. “MRAID 3.0 provides compelling interfaces for the creative to understand where and how it fits in an application, and enables it with a much better way to deliver the brand’s creative experience to the user.”

The release comes after a public comment period during which the IAB Tech Lab says it received more than 50 comments and suggestions that resulted in improvements and additional new features.

The API standardization supports functionalities such as ad expanding and resizing, full-screen interstitial ads, adjusting to device orientation and accessing native device features. The latest version includes several new features. It is compatible with all previous iterations of MRAID, as well as with other industry standards, such as DAA (Digital Advertising Alliance) Ad Marker Implementation Guidelines for Mobile.

Among the updates in MRAID 3.0:

• Standardized close button for expanded and interstitial ads
• Access to information about app environment like the software development kit (SDK), Apple Advertising Identifier (IFA) and Children’s Online Privacy Protection Act (COPPA), to prepare the creative before rendering
• Access to location data when shared by the user and app publisher for personalization
• Support for MRC-compatible viewability measurement
• Audibility measurement to understand the user’s context for use of audio in ads
• Some VPAID events now integrated into MRAID 3.0 for uniform reporting and measurement of video ads

MRAID does not require publishers to share their user information.

The MRAID committee is now working on a set of ads to be used for certifying SDKs and on creating a best practices guide for implementing MRAID features.

About The Author

Ginny Marvin

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.