The IAB Technology Laboratory has released an update to its Mobile Rich Media Ad Interface Definition (MRAID). The revised MRAID 3.0 provides technical guidance for improved user experience, faster ad rendering, viewability measurement, and Video Player Ad Interface Definition (VPAID) integration, among other advancements.
The release is the first major overhaul to MRAID in more than four years. IAB staffers say the release “not only advances the specs, but also makes them more developer-friendly.”
The public comment period will be run through January 30, 2017 (send email to email@example.com), after which the MRAID Working Group will evaluate comments and incorporate feedback.
Among MRAID 3.0’s new features, according to the IAB:
- 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.
“In today’s mobile-centric world, guidelines that allow for interoperability are imperative,” said Alanna Gombert, the Senior VP for Technology and Ad Operations at IAB and General Manager of the IAB Tech Lab. “These revised guidelines will further enhance and improve the rich mobile ad experience for consumers, while also improving ad effectiveness for advertisers and publishers.”