New App for Simultaneous Testing of Mobile Ad Creative Across Multiple Ad SDK Platforms Released by IAB Tech Lab

MRAID Ads SDK Tester App Will Boost Confidence in Building Mobile Rich Media In-App Advertising

PALM DESERT, Calif. – A new app that quickly tests ad creative across multiple ad software development kits (SDKs), called the MRAID Ads SDK Tester, was released by the IAB Tech Lab. Created to support the IAB Mobile Marketing Center of Excellence’s “Mobile Rich Media Ad Interface Definitions” project, known as MRAID, the app tests and validates ad functionality against multiple SDKs in minutes, a boon for advertisers that run their ads against numerous publishers with diverse SDK implementations.

“QA has been a costly and time-consuming challenge for digital media advertisers for far too long, and crowd-sourced efforts to address the problem have been incomplete and unsustainable”

Testing mobile in-app ads has traditionally been a painful, time-consuming, and cumbersome process. It requires maintaining test apps for each SDK and setting up ad placements on ad servers. For example to test just one ad previously, a user had to set it up multiple times and then test it in different apps. The new tester app solves this problem by offering multiple SDKs in one app. It will make quality assurance (QA) and testing compatibility of ad creative with diverse SDKs effective and efficient. This will make qualifying SDKs for ad buys simple and speedy, while also increasing fill rates and eCPM for sellers with more rich media demand.

“QA has been a costly and time-consuming challenge for digital media advertisers for far too long, and crowd-sourced efforts to address the problem have been incomplete and unsustainable,” said Scott Cunningham, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab. “IAB Tech Lab is uniquely positioned to leverage our trusted relationships 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.”

The initial release includes four SDKs—Millennial Media, AdMarvel, PubMatic, and InMobi. More SDKs are in production and will be released later this year.

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

To download the MRAID Ads SDK Tester for iOS or Android, or to learn more about the initiative, visit

About the IAB Technology Laboratory

The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, and Yahoo. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

via BusinessWire