IAB Tech Lab Seeks Comment on Draft Technical Guidance for Ads Running in Mobile Apps

The IAB Technology Laboratory is seeking public feedback on updated draft technical guidance for rich media ads that run in mobile applications. In a Wednesday news release, the R&D consortium said the revised mobile rich media ad interface definition (MRAID 3.0) -- the first update in more than four years -- provides better user experience, faster ad rendering, viewability measurement and video player ad interface definition integration. “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, IAB senior vice president and general manager-mobile and video. Comments are due Jan. 30 and then the MRAID working group will assess and incorporate the feedback.