Joe Laszlo, Senior Director of IAB’s Mobile Marketing Center of Excellence, and a panel of IAB members who worked on MRAID shared their experiences drafting these specs and answered member questions about implementation, how this will impact the mobile advertising landscape, and discussed next steps for 2012.

1. IAB Mobile Center Webinar
MRAID: Bringing Scale to
Mobile Rich Media Advertising
Joe Laszlo
Senior Director, IAB Mobile Marketing Center of
Excellence

2. Agenda
• Quick Word About IAB Mobile Center
• What is MRAID?
• MRAID 1.0 Overview
• MRAID-Continuing Work
• Conversation: MRAID from the POV of
companies actually using it
• Q&A
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3. The IAB Mobile Marketing
Center of Excellence
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4. IAB’s Mobile Marketing Center of
Excellence
• Think of the Mobile Center as a “committee on
steroids” or a “trade association within the trade
association”
• Goal: drive growth of the mobile advertising
marketplace and of our members’ share of
mobile marketing spend
• Launched in December 2010
• Separate Mobile Center Board of Directors,
which reports to overall IAB Board
• Mobile provides a chance to do interactive media
RIGHT, with perfect hindsight from Webs 1.0 and
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2.0

5. Mobile Center Draws on Core IAB Strengths
While Growing Mobile Resources
Mobile Marketing Center Board of Directors
Technology Advisory Board
Mobile Leadership Council
Public Policy Ad Ops Research
Mobile Tablet Working Working Working
Committee Committee Group Group Group
Existing IAB Committees Tied to Existing IAB Councils
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6. Current Mobile Center
Members
BOARD-LEVEL MEMBERS
• AdFonic • Time, Inc.
• AT&T AdWorks • Tribune Co.
• Google • Univision
• Microsoft Advertising • The Weather Channel
• Millennial Media • Yahoo!
• Mojiva • Zillow
• The New York Times
SUPPORTING MEMBERS
• 24/7 Real Media • Jumptap
• AOL • Mocean Mobile
• BabyCenter • NBC Universal
• Cars.com • OWN: Oprah Winfrey Network
• CNN • Pandora
• Function(x) • Pontiflex
• IDG • Tremor Video
Note: Current as of 18 Jan 2011
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7. IAB MRAID Webinar
MRAID 1.0 Overview
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8. What is MRAID?
• Mobile Rich-media Ad Interface Definitions
• A common API for mobile rich media advertising
• Enables rich media ads in mobile apps to communicate
with the “container” in which they are running
• Pre-MRAID, a single ad needed multiple revisions to run
across multiple apps/rich media vendors
• With MRAID, a rich media ad should behave well as
long as its running in an MRAID-compliant app/SDK
• Speeds creative development, reduces cost and
complexity, encourages more rich media advertising
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9. What is MRAID not?
• NOT a Software Development Kit (SDK)
• NOT a standard ad unit (or set of ad units)
• NOT exhaustive
• NOT meant to stifle innovation or competition in
the mobile marketplace
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10. Why did the IAB
Launch MRAID?
• Idea first raised at an IAB Mobile Committee
meeting in late 2010
• Other efforts underway to
harmonize/standardize rich media ads
• IAB looked on as a fair mediator
• Relevant experience from online video (VAST
and VPAID)
• A significant share of the rich media industry
agreed to participate in the IAB process to
create MRAID 1.0.
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11. MRAID 1.0
Scope and Content
• MRAID 1.0 supports basic expandable
and interstitial ads
• Simple but very important capabilities
• Ad designer writes the ad using MRAID
• Enables the ad to request information
from the SDK, and to tell the SDK what it
needs to do
• A balance between consistency and
flexibility
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12. MRAID 1.0
Flexibility v. Consistency
• Supports both 1-part and 2-part
expandables
• Provides general guidance for how the
SDK should position ads onscreen
• Requires a consistent location for a close
control
• Requires the SDK (app) supply the close
indicator by default
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13. MRAID Current Status:
Ongoing Efforts and Next
Steps
• MRAID 2.0 Extends and expands upon MRAID
v1.0
• Testing and Validation Tools
• Test ads to verify SDKs correctly support MRAID
• IAB MRAID compliance seal program
• Simple web-based tester to verify creative is using
MRAID correctly
• Education and Outreach
• Non-technical best practices guide
• Targeted efforts to reach the marketer/agency
communities
12 • Technical discussions/webinars: implementing

14. MRAID 2.0:
Capabilities Under Discussion
• More subtle expandable/resizable ads
• Standardized access to device functionalities
• Shake and Tilt
• Compass and Location
• Standardized video/audio
playing, messaging, other native apps
• Controls for offline measurement
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15. IAB MRAID Webinar
MRAID Conversation
• Joe Laszlo, IAB (Moderator)
• Andy Breen, VP Product and Strategic
Alliances, Medialets
• Gefen Lamdan, VP, Product, Celtra
• Andrew Steinhouse, Senior Manager,
Solutions, Jumptap
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16. Medialets & MRAID
 Medialets is the most widely deployed mobile ad
platform enabling high-impact campaigns for leading
brands and 200+ premium publishers.
 We work closely with IAB in defining and supporting
MRAID, the common API for mobile rich media
advertisement creative.

17. Celtra & MRAID
 Celtra’s scalable, MRAID-based rich media
ads empower publishers to monetize and
buyers to run ads anywhere across their
media buying list of companies
 From the start, Celtra integrated with all
major open SDKs to reduce the costs and
complexity of delivering rich media ads.
 Celtra’s MRAID implementation allows
advertisers to build one ad unit with
trafficking tags that reliably and easily
interact directly with all applications.

18. Supports MRAID
 Jumptap is the leader in targeted mobile advertising.
Reaching 95 million mobile users in the U.S. and 142 million
mobile users worldwide. Jumptap uses its extensive
technology portfolio, as well as industry-first partnerships
with third- party data providers, to understand mobile
audiences better than any other ad network and provide
intelligent targeting with scale.
 Jumptap supports MRAID and its ability to provide
frictionless rich media implementation to advertisers and
publishers.

19. IAB MRAID Webinar
MRAID Conversation
• Joe Laszlo, IAB (Moderator)
• Andy Breen, VP Product and Strategic
Alliances, Medialets
• Gefen Lamdan, VP, Product, Celtra
• Andrew Steinhouse, Senior
Manager, Solutions, Jumptap
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20. Questions?
Please type questions into the
question and/or chat feature
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21. Upcoming IAB Events &
Training
• Annual Leadership Meeting
• February 26-28th
• Fountainebleau, Miami Beach
• IAB Case Study Road Show, March 2012
• March 20 in San Francisco
• March 22 in Los Angeles
• March 27 in Detroit
• Digital Video: IAB Marketplace
• April 10
• New York City
• Professional Development (Laredo Group Seminars)
• January 26 -- Mastering Measurement: How to Speak with Your Clients About Campaign
Performance
• March 9 – two Seminars: Social Media for Media Sellers Workshop and Mobile (Smartphone)
Advertising for Media Sellers Workshop
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22. IAB MRAID Webinar
Thanks!
joe@iab.net
www.iab.net/mraid
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