Friday, 28 March 2014

Mobile Rich Media Ad Interface Definitions (MRAID)

MRAID, or “Mobile Rich Media Ad Interface Definitions” is the IAB Mobile Marketing Center of Excellence’s project to define a common API (Application Programming Interface) for mobile rich media ads that will run in mobile apps.  This is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers creating rich media ads will use to communicate what those ads do (expand, resize, get access to device functionalities such as the accelerometer, etc) with the apps they are being served into.

Today different apps (incorporating different rich media vendors’ SDKs) have disparate requirements in terms of the APIs that creative developers must use to communicate with the app.  Therefore, the same creative has to have its code rewritten in order to run across different apps.  Developing a single API that diverse SDK vendors will support is the goal of MRAID.

This means that MRAID compliant rich media ads will run within MRAID compliant applications from any publisher using an MRAID compliant SDK. Put another way, agencies will be able to quickly and easily run creative across applications from different publishers.

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