IAB releases substantial updates for MRAID to improve mobile rich media advertising

The Interactive Advertising Bureau (IAB) Tech Lab released proposed updates for the Mobile Rich Media Ad Interface Definition (MRAID) this week. The changes are open for public comment. This is the first major update in more than four years to MRAID, the common API set by the IAB that enables mobile rich media ads to communicate with diverse mobile apps in order to render and perform actions properly. MRAID 3.0 updates include: Enabling viewability measurement by the viewable pe[...]

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