Hasta La Creative!

The Interactive Advertising Bureau 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.

The new update — now on its third version — will provide more granular insights into things like viewability, audio, ad load times and create a new standard for the “close button” on creatives. Up until today, the IAB had no standard for viewability in-app advertisements.

Continue reading at AdAge.com