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IAB Releases API for Mobile Rich Media Standards

Written on: Oct 24, 2011
Author: Gavin Dunaway |
: Share; IAB Releases API for Mobile Rich Media Standards

ADOTAS - The Interactive Advertising Bureau has released its first shot at a standardized API for mobile rich media that is compatible with a variety of vendor SDK. Version 1.0 of the Mobile Rich Ad Interface Definitions (MRAID) API provides a baseline set of function commands built to work with both javascript and HTML5 for mobile rich media ads that run within mobile apps.

While not limiting the creative functionality options an developer can offer, the API pushes a minimum set of capacities across the board. The IAB compares the initiative to its VPAID (Video Player Ad Interface Definitions) initiative for setting standards for basic interaction between video ads and players.

The backbone of the MRAID API was originally developed by the Open Rich Media for Mobile Advertising (ORMMA), which was launched last November. The consortium’s original API has been updated to match the MRAID API, and ORMMA will continue to insert its input to the IAB group for future versions of MRAID to keep the two APIs copacetic.

Major mobile rich media creative firms such as Medialets and Celtra have already announced that their SDKs support the MRAID API.

“Supporting industry standards such as MRAID is in our DNA,” said Celtra cofounder and CEO Mihael Mikek. “From the start, we have integrated with all major open SDKs to reduce the costs and complexity of delivering rich media ads. The more seamless we help make the ad serving environment, the closer we come as an industry to enabling advertisers, publishers and ad networks to benefit at scale.”

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Tags: API, apps, celtra, IAB, Medialets, mobile, mobile rich media, mraid and ormma

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