Get the most important digital marketing news each day.
IAB Tech Lab releases MRAID 3.0 for creating in-app rich media ads across platforms
The standard is meant to let in-app ad creators "write once, run anywhere." The latest version offers new functionality.
The IAB Tech Lab announced the release of MRAID 3.0 on Thursday. This version of the Mobile Rich Media Ad Interface Definitions builds on the universal specs for creating in-app rich media ads that can automatically run in any MRAID-capable app, across devices and operating systems.
“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,” the IAB Tech Lab said in the announcement. “MRAID 3.0 provides compelling interfaces for the creative to understand where and how it fits in an application, and enables it with a much better way to deliver the brand’s creative experience to the user.”
The release comes after a public comment period during which the IAB Tech Lab says it received more than 50 comments and suggestions that resulted in improvements and additional new features.