Medialets

Following the IAB’s announcement today that MRAID, the common API for mobile rich media advertisements is now publicly available, we are excited to share that the latest version of Medialets Universal SDK for iOS (version 2.6) is MRAID-compliant, with Android to follow.

MRAID was developed by the IAB in collaboration with Medialets and many key players in the mobile advertising industry. The specification was designed to make it easier for both the buy and sell side to deliver campaigns that run across different apps and platforms.

MRAID version 1.0, available today after a period for public comment, provides baseline functionality for a mobile rich media creative. Specifically, MRAID defines what JavaScript method should be used to expand or close a rich media ad unit and how an embedded browser should display a landing page. While these functions represent a subset of mobile rich media HTML5 ad capabilities, the establishment of such standards make mobile rich media more accessible to the industry.

In supporting MRAID, Medialets Universal SDK supports creatives that leverage these MRAID specifications, in addition to the broader, full spectrum of Medialets’ unique rich capabilities that engage users and drive meaningful results for brands.

MRAID is important because it establishes a baseline framework of principles and guidelines to help the mobile marketplace reach new levels of consistency, efficiency and effectiveness. We’re happy to make it possible for the top brands, agencies, publishers and partners that use Medialets to benefit from MRAID immediately.

For the full MRAID 1.0, visit the IAB website.

To learn more about Medialets’ support of MRAID or any aspect of Medialets mobile rich media platform, contact us.