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.”
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.