Mobile Rich Media Ad Interface Definitions (MRAID)

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.  This is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers creating rich media ads use to communicate what those ads do (expand, resize, get access to device functionalities such as the accelerometer, etc) with the apps into which they are being served.

Without MRAID different apps (incorporating different rich media vendors’ SDKs) have disparate requirements in terms of the APIs that creative developers must use to communicate with the app.  Therefore, the same creative must be rewritten in order to run across different apps.  MRAID offers a single API that diverse SDK vendors will support, which means that MRAID-compliant rich media ads will run within applications using any MRAID-compliant SDK. MRAID therefore enables creative agencies and rich media shops to more quickly and easily build rich creative that will run in different publishers’ mobile apps.

Date Milestone
October 2011 MRAID v1 released
September 2012 MRAID v2 released
April 2013 Update to MRAID v2 released
April 2014 MRAID Best Practices released
June 2014 MRAID v2 Compliance Test released
July 2014 MRAID Best Practices updated
July 2014 MRAID Web Tester released

MRAID Compliance
There are two versions of MRAID, with different compliance regimes.

MRAID v1.0.  Rich media vendors who are MRAID v1.0 compliant may self-attest that they offer full support that version of the specification.

MRAID v2.0. In order to ensure consistency across MRAID implementations the IAB has established an objective compliance test for MRAID v2.  This test is meant to be self-administered by the applicant, but must be successfully passed before an applicant can request the MRAID v2.0 compliance seal.

The compliance test consists of six test ads created and vetted by the IAB’s MRAID Working Group. 

Companies that wish to certify their SDK or app as MRAID v2-compliant must affirm that the SDK has successfully run all six of these test ads, and that the ads performed correctly as specified in their documentation.

This test serves as an objective verification that the SDK being tested has correctly implemented all the features of the MRAID v2 specification, ensuring greater certainty for the industry. 

Documentation for each of the six test ads, including links to where the creative can be accessed for testing, can be downloaded via the following:

Single-Part Expandable Ad

Two-Part Expandable Ad

Full-Page Ad

Resize Ad

Resize Ad Designed to Cause MRAID Errors

Video Interstitial Ad

Compliance by Company Category

Technology Vendors. The IAB MRAID Compliance Seal program is primarily meant for IAB member companies that 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.

Apps, Publishers, and Media Companies. At present, individual apps/app publishers are NOT required to certify their apps as MRAID compliant. Publishers whose apps have integrated an MRAID-compliant SDK are permitted to request and display a compliance seal, but are not required to do so.

Rich Media Vendors/Ad Creative Shops/Designers. IAB member companies that make or facilitate the creation of MRAID-compliant ads may self-attest to that fact and will be eligible to display the MRAID compliance seal as well.

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 are increasingly aware of the benefits of MRAID and are encouraged to look for the official IAB seal. The compliance seal must be placed according to IAB standards and should not be altered in any way.

How to Obtain the Compliance Seal

In order to obtain the seal, a representative of the IAB member company must use the IAB’s online compliance system. After filling out the online form and verification from IAB’s Compliance Staff, we will add your company to the IAB’s continually updated list of MRAID-compliant companies.

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 * 
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