Alanna Gombert, VP sénior de Tecnología y Operaciones de Anuncios de IAB
An update to the Mobile Rich Media Ad Interface Definition (MRAID) was release for public comment -until January 30th, 2017- by the IAB Technology Laboratory. This release, developed by members of the MRAID Working Group, marks the first major overhaul to MRAID in more than four years, and not only advances the specs, but also makes them more developer-friendly. “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” said Anna Bager, SVP and General Manager, Mobile and Video, IAB. The 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. “These revised guidelines will further enhance and improve the rich mobile ad experience for consumers, while also improving ad effectiveness for advertisers and publishers” said Alanna Gombert, SVP, Technology and Ad Operations, IAB, and General Manager at IAB Tech Lab. The interface also introduces several new features such as: 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; among others.
