We all know that mobile app advertising is not as simple as advertising on the desktop through a browser. And yet, all consumers now spend most of their time on their phones, so it’s a problem that must be solved. In theory. IAB has solved it, but there are still outstanding issues:
Without MRAID different apps (incorporating different rich media vendors’ SDKs) have disparate requirements in terms of the APIs that creative developers must use to communicate with the app. Therefore, the same creative must be rewritten in order to run across different apps. MRAID offers a single API that diverse SDK vendors will support, which means that MRAID-compliant rich media ads will run within applications using any MRAID-compliant SDK. MRAID therefore enables creative agencies and rich media shops to more quickly and easily build rich creative that will run in different publishers’ mobile apps.
The first issue is dealing with application developers; getting an advertising SDK into their mobile apps is tricky. App developers may want to monetize their apps, but on the other hand they do not want to destroy their user experience. This leaves brands at the mercy of app developers.
We try our hardest to get those developers to add or update our SDK into their apps. But we’ve found we have to try a different approach in case we can’t get them to do it.
This approach is called MRAID WnE, and it isn’t as complicated as it sounds.
ZINC has built an MRAID creative that has WnE functionality built in. We are currently running some tests on TTD to understand the performance and practical feasibility of this approach.
Where will it be useful?
If we want to run our WnE Ads on Apps that have not integrated our SDK, we can buy inventory using our MRAID WnE.
Can VPAID JS run in apps? We want to know.
We are also doing other product development experiments. There are many advertising SDKs out there, and many of them offer video. We don’t currently know how many of them are using their own video players, rather than the native player to serve video ads, and how many of them can play VPAID JS.
New learning is very important, and because mobile app advertising is so new, especially video, every bit of new knowledge we gain will help us innovate.
And we are hell bent to keep our reputation as the most innovative company in the business.
Trafficking UI for WnE
We are also making life easy for our AdOps team. Soon, WnE Ads trafficking will be an automated and speedy task, with no manual work and thus none of the errors manual work generates.