SYS-CON MEDIA Authors: Roberto Medrano, Dmitriy Stepanov, Gilad Parann-Nissany, Srinivasan Sundara Rajan, Sean Houghton

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AdChina Becomes China's First To Receive MRAID 2.0 Certification For Its Mobile DSP

SHANGHAI, Feb. 18, 2014 /PRNewswire/ -- AdChina, the largest multi-screen integrated digital advertising platform in China, recently announced that its Mobile DSP (MDSP), featuring more powerful versatility and support for more creative applications, has officially received MRAID 2.0 certification. Up to now, advertisers from the automotive, cosmetics, and other industry sectors have begun testing various interactive ads. According to CrispMedia, an internationally-known mobile rich media tech specialist which has been involved in every step of AdChina's process in the application for the certification said that AdChina is the first Chinese mobile advertising demand side platform to receive the certification. Industry insiders are of the opinion that receiving the certification will stimulate the interest of more brand advertisers in mobile marketing, which, in turn, will boost the development of the new form of marketing in China.

MRAID, or Mobile Rich Media Ad Interface Definitions, a set of protocols issued by the Interactive Advertising Bureau (IAB) in 2011, is an industry standard for rich media ads. The standard defines a common API (Application Programming Interface) for mobile rich media ads that run in mobile apps. The IAB released MRAID 2.0 in September 2012 and upgraded the version in April 2013. AdChina MDSP is the first and, at present, the only MRAID 2.0 certified mobile ad demand side platform in China.

AdChina vice president Gao Zhao commented that MRAID is the most universal industry standard for rich media ads worldwide. Since IAB officially issued the standard in 2011, many internationally recognized mobile marketing companies and platforms, including Millennial Media, InMobi and Google AdMob have been certified to comply with the standard.

Gao went on to explain: "Passing the MRAID certification brings two major benefits. One is that the rich media material formats supported by AdChina MDSP will become more universally accepted after meeting the international industry standard. Any rich media content created in compliance with MRAID can be released directly on our Mobile DSP, no matter whether it is from an intermediary agency or from other demand side platforms. This eliminates the need for the considerable amount of work to create modified versions to adapt to a host of different platforms. The other and more important benefit is that MRAID provides a standard command interface and interactive mechanism that allows developers to bring their most creative ideas to fruition based on the standard, including expanding advertising forms and invoking equipment hardware sensors, which, in turn, allows for full use of mobile phone's proprietary features and the creation of ads that are more interactive and vivid."

Crisp Media is the founding member of the Open Rich Media for Mobile Advertising (ORMMA) specifications group which helped to define the widely accepted MRAID standards now established by IAB. As a globally renowned professional mobile rich media technology company, and a strong driving force for the MRAID Standards, Crisp Media recently participated in the certification process for AdChina. In a media interview, the GM of Crisp Media APAC, Rosalind Tan said AdChina MDSP is the first mobile demand side platform that is certified to run MRAID 2.0 compliant creatives in China. During the process, Crisp is highly impressed with the diligent, responsive and professional work of the AdChina technology team. With the certification, AdChina MDSP is fully compliant with latest MRAID 2.0 standards, in developing and serving highly interactive rich media mobile campaigns.

About AdChina

AdChina built and operates China's largest independent SSP/DSP/DMP digital advertising technology platform covering both PC Internet and mobile Internet. AdChina was founded in April 2007 in Silicon Valley, USA.

AdChina's enterprise DSP tops in iResearch DSP Report for 2nd consecutive year (2012 and 2013). As the largest mobile DSP in China, AdChina's Mobile DSP is accessible by the major mobile exchanges. As of the end of 2013, more than 60,000 mobile apps have been integrated into the platform with a reach to over 80 percent of China's mobile Internet users. The Company's enterprise DMP, which seamlessly integrates Internet and mobile data, takes a leading position in China and is widely adopted by large brand clients. AdChina's PC SSP, with a focus on quality advertising inventory, is the largest of its kind in the country. The Company's Mobile SSP is currently China's largest independent mobile SSP, delivering 650 million ad impressions daily as of the end of 2013.

SOURCE AdChina.com

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