2011

New York, NY (September 7, 2011) –The IAB Mobile Marketing Center of Excellence today released “Mobile Rich Media Ad Interface Definitions,” or MRAID, for public comment. 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.

The growth, versatility and potential of in-application advertising have drawn strong interest from agencies, publishers, vendors and ad designers. However, accompanying this industry enthusiasm has been a surge of disparate APIs from numerous rich media vendors working with publishers to enable these dynamic ads. Multiple, incompatible APIs force advertisers to re-write the programming behind their ad creative several times for a single campaign, creating complexity and adversely impacting their resources.

“Standardizing the development of mobile rich media creative will be a strong benefit for both the mobile and the ad industry overall,” said Anna Bager, Vice President & General Manager of the IAB’s Mobile Marketing Center of Excellence. “MRAID provides creative developers with opportunities to achieve reach and scale efficiently.”

Full article: http://www.admonsters.com/article/iab-brings-scale-mobile-mobile-marketing-center-excellence-issues-guidelines-creating-app-ad