Mobile Rich-media Ad Interface Definitions (MRAID) Compliance

Please note that this program is for IAB Members only.

As mobile rich media advertising 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 “containers” within 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 any 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 generally need to display both seals.

In July 2014, IAB updated its compliance program for MRAID v2.0, establishing a first-ever objective test for MRAID, consisting of a suite of six test ads with documentation regarding the expected behavior for each of them.

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 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.

MRAID Compliance Defined

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

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) 
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