After 4 long years, the Interactive Advertising Bureau (IAB) is finally going to release a new version of the Mobile Rich Media Ad Interface Definition (MRAID) —MRAID version 3.0. The new release will support new features such as viewability measurement, audibility measurement, and video measurement through VPAID integration, just to name a few. This is great news for mobile advertising professionals.
So what exactly is MRAID, and how does it work?
This is where MRAID comes in.
MRAID, which was developed by the IAB, is a common API (Application Programming Interface) allowing rich media ads to run properly within mobile apps and on any type of phone. On top of that, MRAID allows mobile ads to perform various actions such as resizing, expanding, creating calendar events, storing photos, and much more.
But the real benefit of MRAID is that it allows advertisers to run rich media ads on almost any publisher app, eliminating the need for advertisers to re-code each and every mobile ad for the different platforms. This saves advertisers a lot of development time and money. The only catch is, of course, is that both the ad and the app must be MRAID compliant.
So what is new with MRAID 3.0?
With the release of MRAID version 3.0 comes plenty of new features. Below I’ll cover the most notable features.
Ad viewability has been a huge topic in the past couple of years, and for good reason, namely advertisers don’t want to pay for ads that have not been viewed. The viewability tracking in MRAID 3.0 has been improved, allowing advertisers to see the viewable percentage of an ad. Another benefit of having viewability measurement within MRAID is that it provides advertisers the same metrics, allowing for apples to apple comparison.
MRAID can now detect the whether a device’s sound is muted or turned on. It can also detect changes made to the volume. This feature is especially useful for advertisers running video ads with audio.
VPAID stands for Video Player Ad Interface Definition, and just like MRAID, it allows video ads and video players to communicate with each other. What’s new is that MRAID 3.0 is now fully integrated with VPAID, allowing advertisers to measure their video ads running in mobile apps.
This functionality makes sure that the ad and its assets were loaded completely before being displayed. This avoids blank ads to show, thus improving the user experience.
Although it has taken a long time for the IAB to update MRAID, mobile ad professionals will have to wait a little bit longer. MRAID 3.0 is currently still a public comment draft. The final specification is scheduled to be published in mid-2017.