MRAID, the common API for mobile rich media ads that run in mobile apps, is a standardized set of commands that developers use to communicate what rich media ads do with the apps into which they are being served.

Recently, the Interactive Advertising Bureau has proposed a significant update to its revision of MRAID guidelines that aim to further enhance and improve the rich mobile ad experience for consumers, while also improving ad effectiveness for advertisers and publishers; serving as MRAID’s first major overhaul in four years.

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.

Among the several revised features are:

  • Guidance on pre-loading ads and ensuring ads are shown to the user only when they are ready for display
  • Viewability measurement by the viewable percentage of an ad, as well as clearer tracking on the presence of an ad
  • Full integration with VPAID to permit video measurement within mobile ads leveraging MRAID
  • Ability to discover whether access to device location is enabled, while further providing information about the location
  • Audibility measurement to inform the ad if device audio is enabled and at what volume level
  • Detection of relevant attributes that indicate whether an ad is running in MRAID-compliant web view at initialization time, while eliminating ambiguous interpretations

Click here to learn more about IAB’s revised guidelines.

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Posted by Kara Degeorgis

After successfully working as a freelance digital artist for several major publishers and brands, Kara’s passion for art and technology led her to a career in the digital advertising space with Theorem. Since 2014, Kara has played a key role on the creative team, building out Theorem’s brand communications and creative service offerings with award-winning design work. Her current responsibilities include guiding clients through the intricacies of successful ad design and development from innovative ideation through execution. In parallel, Kara’s working towards a Master’s Degree in Strategic Design and Management at Parsons School of Design in NYC.

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