Glossary

MRAID

Mobile Rich Media Ad Interface Definitions: an IAB Tech Lab API for communication between mobile rich-media ads and their host apps.

What it does

MRAID lets an HTML5 creative learn about host state and use host functions such as opening a destination. Specific versions also define lifecycle, viewability, and other capabilities.

What it does not do

MRAID compliance is not universal network approval. The destination can still impose package, size, policy, orientation, clickthrough, and account rules.

Read the official IAB Tech Lab MRAID resources.