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IAB Tech Lab Releases MRAID 3.0 for Public CommentThe IAB Technology Laboratory has released for public comment an update to the Mobile Rich Media Ad Interface Definition (MRAID). The revised MRAID 3.0 provides technical guidance for improved user experience, faster ad rendering, viewability measurement, and Video Player Ad Interface Definition (VPAID) integration, among other advancements. Developed by members of the MRAID Working Group, this release marks the first major overhaul to MRAID in more than four years, and not only advances the specs, but also makes them more developer-friendly. MRAID 3.0 introduces several new features, including:
"With more accurate mobile viewability metrics, MRAID 3.0 creates better opportunities for publishers to monetize their inventory and for brands to understand the effectiveness of their campaigns," said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. "The IAB Mobile Marketing Center of Excellence is impressed with the IAB Tech Lab's continued development of the MRAID standard, and look forward to future cooperation on its advancement." The public comment period will be run through January 30, 2017, after which the MRAID Working Group will evaluate the comments and incorporate feedback. Comments can be emailed to [email protected]. To review MRAID 3.0, please go to iab.com/mraid. About IAB Technology Laboratory The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab's goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization's founding member companies include AppNexus, Google (News - Alert), GroupM, Hearst Magazines Digital Media, LinkedIn, PubMatic, Sonobi, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.
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