IAB Mobile releases Official Protocol for Creating In-App Ads.

The IAB Mobile Marketing Center of Excellence released the final version of “Mobile Rich Media Ad Interface Definitions,” or MRAID. This initiative defines a common API (Application Programming Interface) for mobile rich media advertisements, establishing a framework of principles and guidelines to help the mobile marketplace reach new levels of consistency, efficiency and effectiveness.

Mobile’s range of benefits has secured incredible interest from agencies, publishers, vendors and ad designers, driving rapid growth. However, the accelerated speed of adoption also led to inefficiencies, including a marketplace cluttered with multiple, incompatible APIs from a variety of rich media vendors working with publishers to enable in-app advertising. This fragmentation placed undue burden on marketers and agencies, requiring that their advertisement’s underlying code be rewritten several times in order to run across different apps. With MRAID in place, the API “Tower of Babel” will be eliminated, allowing agencies to be able to quickly and easily run creative across applications from different publishers.

“With apps becoming more and more central to the consumer mobile experience and brand marketers’ plans, the industry needs to have set guidelines and principles when it comes to communication between ads and apps,” said Joe Laszlo, Deputy Director of the IAB Mobile Marketing Center of Excellence. “MRAID is the next crucial step in bringing mobile to scale.”

“Greater emphasis is being placed on mobile by advertisers, which is a fantastic tribute to mobile’s benefits for brands. However, the industry’s rapid growth also gave birth to a number of inefficiencies that need to be addressed if we’re to move ahead,” said Scott Jensen, Vice President of Digital Products & Applications at The Weather Channel Companies, a participating member company of the IAB’s Mobile Marketing Center Board of Directors. “Simplifying and streamlining the process for designers of ad creative through MRAID today will only further the chance of stronger mobile media buys in the future.”

To download report CLICK on link below;
http://www.iab.net/media/file/IAB_MRAID_VersionOne_final.pdf>