IAB Adds Viewability Specification For In-App Ads (Finally)

The Interactive Advertising Bureau’s Tech Lab has issued a major update to its Mobile Rich Media Ad Interface Definitions that should arm creatives with an arsenal of metrics that were previously unavailable.

More commonly known as MRAID, the standard allows creatives to make one ad type so it can run across multiple apps without issue. Prior to its creation, ads had to be custom-tailored to each publisher’s app.

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