IAB Tech Lab releases MRAID Ads SDK Tester app

By CIOReview | Thursday, January 28, 2016

PALM DESERT, CA: International, nonprofit research and development consortium, IAB Technology Laboratory releases MRAID (Mobile Rich Media Ad Interface Definitions) Ads SDK (Software Development Kit) Tester app. Created to support the IAB Mobile Marketing Center of Excellence’s, “Mobile Rich Media Ad Interface Definitions” project, also called as MRAID, the app tests and validates add functionality against multiple SDKs in minutes. The initial releases include four SDKs, Millennial Media, AdMarvel, PubMatic, and InMobi. More SDKs are in production and will be released later this year.  Designed by the Interactive Advertising Bureau (IAB), the app is a free open-source tool that helps advertisers manage their quality assurance testing for mobile rich media ads.

By offering multiple SDKs in one app, the new tester app solves traditional time-consuming and cumbersome process that requires maintaining test apps for each SDK and setting up ad placements on ad servers. While increasing fill rates and eCPM for sellers with more rich media demand, this will make qualifying SDKs for ad buys simple and speedy, and quality assurance (QA) and testing compatibility of ad creative. “IAB Tech Lab is uniquely positioned to leverage our trusted relationship with members in the industry to provide this valuable utility to empower the marketplace. With the release of the MRAID Ads SDK Tester app, we will redefine the way to qualify inventory and expect it will provide wide-reaching implications for the industry,” said Scott Cunningham, Senior Vice President, Technology and Ad Operations, IAB.

While Designers, developers, and approvers of ad creative will be able to use the app on their iOS or Android mobile devices, by leveraging existing iOS and Android emulators, Operations teams and users who primarily work in desktop environments can also use the app. The IAB Tech Lab offers a web interface to save ad creative that can be later accessed through the phone or emulator.

While contributing to the safe and secure growth of the industry, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain.