Today the IAB made an exciting announcement that we've been anticipating for the last 10 months, which was to release the 1.0 version of the new MRAID standard for in-app advertising. MRAID, put as simply as possible, enables in-app ads to expand. The features that such an 'expansion' unlocks for HTML5 advertising is quite significant. MRAID by creating a recognized standard implementation for mobile advertising is ensuring that mobile will remain a hotbed of advertising innovation. 

We are happy to announce that Crisp is launching support for MRAID v.1.0, the common ad creation API for mobile rich media ads. Crisp played a pioneering role in the creation of this necessary digital advertising standard, and with MRAID the industry has made the essential step of agreeing to principles and guidelines that make mobile rich media ads compatible with ad serving SDKs.

In support of MRAID, ad units that are hosted on the Crisp Rich Media platform can be served in any mobile application that is MRAID compliant. These ad units can include amazing HTML5 animations and the full spectrum of Crisp's rich media serving and tracking capabilities. Details on MRAID can be found here on the IAB website.

Crisp is now supporting both MRAID and ORMMA. ORMMA is an open source group that laid the groundwork for MRAID and continues to develop leading edge features that are not yet ready for approval as industry standards. Anything that is specified in the MRAID documentation version 1.0 today is fully supported and compatible if not identical to the ORMMA specifications. ORMMA will continue to introduce new features to be reviewed with new MRAID versions as they are approved in the future with the goal of keeping ORMMA and MRAID on the path to total convergence as quickly as possible.  In fact, Crisp will provide technical support for MRAID implementations via the ORMMA open source community to its customers.  SDK vendors or app developers who want to test their MRAID compliance can also request test ad units from Crisp.

We thank the IAB, many key players in the industry and the ORMMA community for their active role in the development of MRAID.

To find out how to develop and deploy rich media advertising for MRAID compliant mobile applications on iPhone, Android and iPad contact us for more information.

For a little more than a year, Crisp has partnered with mobile stakeholders including publishers, ad networks, creative agencies and other rich media companies for the creation of a standard interface definition for mobile rich media ad units.

Last week, AdMarvel announced their collaboration with ORMMA to Launch their New SDKs for iOS and Android that leverage the standard APIs for rich media ads.  Crisp's rich media platform has been used for building, managing, measuring and serving numerous campaigns into applications integrated with AdMarvel's previous SDKs, which was a temporary solution that worked fine for single publisher campaigns. However, that setup was not ideal for campaigns that were served to multiple applications, where some apps use AdMarvel's SDK and other apps implement a different SDK, Crisp had to provide multiple variants of the ad creative to different applications. We are seeing more campaigns that need to be served across multiple applications so this upgrade is coming at a very good time for advertisers.