Medialets

In the past several months, Medialets has been working closely with the IAB and other mobile industry participants in the definition of MRAID.

MRAID 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.

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

Today, the IAB Mobile Marketing Center of Excellence (http://www.iab.net/mmcoe ) released “Mobile Rich Media Ad Interface Definitions,” or MRAID (http://www.iab.net/mraid ), for public comment.

Medialets’ Universal SDKs for iOS and Android will be updated for MRAID support on release of the final MRAID specification.

For more details, view the full release.

Another milestone in mobile was achieved with the launch of the campaign for Ralph Lauren’s Polo brand in The New York Times iPad app. This campaign marks the first full-month takeover for The New York Times app, a move that’s even more exciting because Ralph Lauren’s Polo unlocks the paywall, giving non-subscribers access to select sections of The New York Times. But the innovation doesn’t stop there. (more…)

Scale. It’s a theme here at Medialets and throughout the industry as mobile advertising’s momentum accelerates. With the high impact of mobile ads established, advertisers and agencies want the ability to deliver more rich media across more devices and apps – and without friction.

That’s why we developed a platform that delivers and measures the smartest rich media across tablets and smartphones, on different platforms, and takes into consideration the unique challenges and opportunities of mobile devices. (more…)