El IAB lanza la versión 3.0 del Mobile Rich Media Ad Interface Definitions (MRAID)
Aron Schatz, Senior Product Manager at ViralGains wrote in the Interactive Advertising Bureau (IAB) website an article highlighting the features of the release of MRAID 3.0 by IAB and IAB Tech Lab. “MRAID will be the bridge for in-app advertisement that allows the industry to focus on being creative instead of being bogged down supporting proprietary implementations” he wrote. He explained that since 2011, the Mobile Rich Media Ad Interface Definitions (MRAID) specification has provided in-app advertising the means to create compelling rich media ad experiences at scale. The interface allowed ad designers to write a creative once, and have it run in any application on any platform that was MRAID capable, but now has evolved to provide rich functionalities that allow ads to expand, resize, access native device features, handle device orientation, and support full-screen interstitial ads. Schatz mentioned some of the new MRAID 3.0 features, such as: Viewability support that now allows the creative to measure viewability as per industry standards and tailor its display for the best user experience, audibility measurement that allows the creative to understand the user’s context and use audio in ads in a non-disruptive manner, the standardization of the close button for expanded ads and interstitials, ads can now inform the host ad container if they encounter an error, and initiate a graceful exit, ads can now access basic information about the environment like SDK, IFA, COPPA etc., which enables them to prepare the creative in advance of rendering, among others. He added that the MRAID committee will be creating best practices guide to provide further guidance on how to implement features or clarification of the standard. “There are certain items that don’t belong in the standard, but are important to provide, and the best practices guide will do just that.”
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