Mobile Rich Ad Interface Definitions (MRAID) 2013
As rich media display advertising in mobile applications and on the mobile web has become more popular over the last several years, various innovative companies have accepted the challenge of creating an ecosystem for mobile ad serving. Innovation in mobile rich media ad serving has led to many exciting possibilities for content publishers and advertisers, but it has also created inefficiencies that often delay and inhibit the optimal monetization of content.
Simplifying the process for designers of mobile in-app ad creatives significantly increases the likeliness that agencies will leverage mobile into their media buys. Advertisers want to review compelling creative, approve it and decide to buy a specific inventory of mobile media, regardless of which device platform, application, or technology is used to display the media.