IAB releases mobile rich-media ad standards with call for comment

07/13/2012 | MarketingVOX

The Interactive Advertising Bureau is asking for public comment on MRAID 2.0, a set of mobile rich-media ad standards that should help advertisers working with HTML 5, among other improvements. The new protocol also aids design of display ads in various new and expandable formats, standardizes the reporting of ad behavior with respect to size and device, clarifies how video is handled in mobile rich-media ads and makes in-app advertising easier. "MRAID 2.0 enables richer brand messages across more devices," says IAB Vice President and General Manager Anna Bager.

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