Mobile Rich-media Ad Interface Definitions (MRAID) Compliance

A&E Television Networks
Adconion Media Group
AdGent Digital
DoubleClick, Inc,
Flashtalking Inc.
Goldspot Media
Medialets, Inc.
Millennial Media
Mocean Mobile
Rhythm New Media
Smart AdServer
The New York Times
The Weather Company

Please note that this program is for IAB Members only.

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 rich media ad serving. Innovation in mobile rich media advertising creates exciting possibilities for content publishers and advertisers, but it has also created inefficiencies that can delay and inhibit the optimal monetization of content.

MRAID, or “Mobile Rich-media Ad Interface Definitions” is the IAB Mobile Marketing Center of Excellence’s project to define a common API (Application Programming Interface) for mobile rich media ads that will run in mobile apps. MRAID is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers creating rich media ads can use to communicate with the apps they are being served into.

Without MRAID, different apps (incorporating different rich media vendors’ software development kits, or SDKs) have disparate API requirements that creative developers must use to communicate with the SDK and the app. Therefore, the same creative has to be rewritten, potentially multiple times, in order to run across different apps. MRAID establishes a common API that diverse SDK vendors will support.

This means that rich media ads written to the MRAID spec will run within MRAID compliant applications from any publisher using an MRAID compliant SDK. Put another way, agencies will be able to quickly and easily run creative across applications from different publishers.

In October 2012, the IAB released MRAID v2.0, expanding the set of ad types and capabilities supported in MRAID v1.0.  Vendors and app publishers have the option of supporting either version of MRAID, but should make the supported version evident in their documentation and use of the appropriate IAB compliance seal.  Note that MRAID v2.0 is backwards-compatible with MRAID v1.0, so vendors compliant with version 2 do not need to display both seals.

Compliance Program for IAB members:

The IAB MRAID Compliance Seal program is meant for IAB member companies who have built or sell mobile rich media SDKs. Such companies are encouraged to attest their products’ MRAID v1.0 or v2.0 compliance to the IAB, as a way to signal the market that they are part of the MRAID ecosystem.

At present, individual apps/app publishers are NOT required to separately certify their apps as MRAID compliant, assuming those apps have integrated an MRAID-compliant SDK. If feedback from the market suggests that publisher implementations can affect or disrupt an SDK’s MRAID compliance, the IAB will revisit this position, and require compliance attestations from app publishers as well as rich media vendors.

The compliance program has been designed to integrate into compliant member sites with ease. The IAB suggests that compliant member sites post the appropriate MRAID compliance seal in their online media kit as well as in their print versions. Media buyers will be educated about the benefits of MRAID and be encouraged to look for the seal. The compliance seal must be placed according to IAB standards and should not be altered in any way.

MRAID Compliance Defined

Rich media vendors who are MRAID compliant self-attest that they offer full support for the MRAID v1.0 or MRAID v2.0 specification, and can communicate seamlessly with any ad creative written using the appropriate MRAID release version.

How to Obtain the Compliance Seal:

In order to obtain the seal, a member company should download, fill out, and fax the IAB Compliance Seal Application. Once the form has been received and reviewed, and assuming compliance, a confirmation email that includes links to the appropriate seal(s) requested will be sent to the company contact on the submission form. The company will also be added to the IAB’s continually updated list of MRAID-compliant vendors, here.

Feedback or Questions About MRAID Compliance

The IAB wants to hear about any issues or problems with MRAID compliant (or reportedly MRAID compliant) vendors/apps. If you encounter an issue with an intransigent vendor that has claimed MRAID compliance, please use the form below to alert the IAB. We will follow up and work to resolve the problem, or revoke the compliance seal.

MRAID Problem Company * 
Specific Issue or Complaint * 
Steps Taken to Attempt to Resolve * 
Your Name (optional) 
Your Email Address (optional)