InMobi To Release MRAID Compliant SDK Soon

Image credit: InMobi

Update: A MobDis rep told us, “We will offer both support of ORMMA n MRAID. But MRAID is not defined yet so there is no standard to follow. Once it’s nailed down, we will start implementation. It isn’t very hard since MRAID starting point is ORMMA. They are pretty new, launched this month from what I know.”

Fyi, InMobi has the head start thanks to Sprout, which is helping to draft the MRAID specs with IAB.

Last week Mobdis adopted the ORMMA standard (Open Rich Media Mobile Advertising), an API standard which provides advertisers with one common set of rules for displaying rich media ads on all platforms.

While ORMMA is pretty new, it has already been adopted by Google’s AdMob and the Mobile Marketing Association (MMA). That made me I wonder if InMobi had plans to follow suit. I shot them an email and here’s their reply:

InMobi and Sprout are strong and active supporters of industry associations and standards as we believe that together with other leaders in the mobile industry, we can advance and establish mobile as mainstream media.

To that end, we ensure that our solutions and products be compliant and supportive of industry standards that will give InMobi and our customers the widest reach and most reliable service.

With regards to your question on ORMMA standard, we are currently testing level 1 support with selected customers. We will also be releasing MRAID compliant (IAB standard) SDK soon.

In layman terms, InMobi does have plans to adopt the ORMMA and is currently testing it with selected customers. But InMobi, as stated above, will follow the MRAID API standard instead. That stands for Mobile Rich Media Ad Interface Definitions. The MRAID API, introduced by IAB, was actually inspired by the ORMMA standard. The official ORMMA group, though independent of the IAB’s body, will support IAB’s initiative to create a common standard for mobile ads.

One ad for all

ORMMA timeline, by MobDis

To make a long story short, MRAID is poised to be the finalized standard for all mobile advertisers and apps. Companies which are involved in drafting the MRAID specs include Google, Yahoo, CBS Interactive, Microsoft, and InMobi’s Sprout. Here’s more about the relationship between ORMMA and MRAID, from IAB’s site: