Mobile advertising is seeing rapid growth and today’s campaigns are richer and more advanced than ever. However, a lack of industry standards has made it difficult to build and run rich media campaigns across different ad networks and mobile platforms at scale.
To address this challenge, the Interactive Advertising Bureau (IAB) brought together a broad group of industry participants and created the MRAID (Mobile Rich-Media Ads Interface Definitions) project. Google fully supports IAB’s effort to create mobile advertising standards and is actively engaged as a member of the MRAID working group.
Last week, IAB released the first public draft of MRAID v1.0 for comments and feedback. The document provides definitions to help standardize the interaction between mobile ads and mobile platform SDKs. We invite the industry to review this draft and look forward to finalizing this important mobile standard.
The effort to develop standards on mobile is reminiscent of a similar process on desktop years ago. On desktop, Flash emerged as a standard which enabled advertisers to create ads that would seamlessly run across different ad networks and websites.
Today, the mobile industry has rallied around HTML5 as the preferred language to create mobile ads, yet several challenges remain before this can be instituted. A wide variety of mobile SDKs have forced advertisers to develop platform or network-specific ads as opposed to a single ad that works across multiple networks and devices. Having to customize campaigns for each ad network increases cost and pain of ad creation and hinders the growth of the ecosystem. Imagine if a marketer’s TV ads worked on one channel and one type of television, but not others - that’s where we stand with some mobile ads today.
The first public draft of MRAID v1.0 is a significant step in the rapid evolution of mobile and mobile advertising. We thank the IAB for organizing the initiative and other working group members for passionately participating in this important project.
Wook Chung
Product Management, Mobile Ads
To address this challenge, the Interactive Advertising Bureau (IAB) brought together a broad group of industry participants and created the MRAID (Mobile Rich-Media Ads Interface Definitions) project. Google fully supports IAB’s effort to create mobile advertising standards and is actively engaged as a member of the MRAID working group.
Last week, IAB released the first public draft of MRAID v1.0 for comments and feedback. The document provides definitions to help standardize the interaction between mobile ads and mobile platform SDKs. We invite the industry to review this draft and look forward to finalizing this important mobile standard.
The effort to develop standards on mobile is reminiscent of a similar process on desktop years ago. On desktop, Flash emerged as a standard which enabled advertisers to create ads that would seamlessly run across different ad networks and websites.
Today, the mobile industry has rallied around HTML5 as the preferred language to create mobile ads, yet several challenges remain before this can be instituted. A wide variety of mobile SDKs have forced advertisers to develop platform or network-specific ads as opposed to a single ad that works across multiple networks and devices. Having to customize campaigns for each ad network increases cost and pain of ad creation and hinders the growth of the ecosystem. Imagine if a marketer’s TV ads worked on one channel and one type of television, but not others - that’s where we stand with some mobile ads today.
The first public draft of MRAID v1.0 is a significant step in the rapid evolution of mobile and mobile advertising. We thank the IAB for organizing the initiative and other working group members for passionately participating in this important project.
Wook Chung
Product Management, Mobile Ads
Industry standards coming to mobile rich media
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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