Tuesday, March 22, 2011

Crisp Engage, a new ORMMA compatible initiative

ORMMA, the first standard for mobile rich media advertising, is gaining broad adoption by major publishers, industry associations, and ad technology companies.  We are pleased to announce that Crisp, a rich media technology company, now fully supports ORMMA’s in-app ad creative API (Level 1&2) via its Crisp Engage web-based tools.

The Crisp Engage platform, currently in limited beta, provides partners with self-service access to its HTML5 based ad unit technology and the accompanying online management tools and dashboard.  While it is common for rich media vendors to provide various productivity enhancing online tools to agencies or creative designers, Crisp is now doing so while also supporting this standard.  An ORMMA web tester is integrated in the tool to give the users the ability to verify that the ad units are compatible with the in-app ad creative API - standardized by ORMMA.  This gives the charter program members of the Crisp Engage program the ability to create, manage and share rich media ad tags, which are compatible with both web sites and mobile applications.

So can an ad designer now achieve the following?:

1. use HTML5 and CSS3 to create really great iAd style ads,
2. upload it to a rich media platform and generate an ad tag,
3. serve this as an external tag via any ad server into multiple media properties,
4. see the ad run in Android apps, iOS apps, tablet web and mobile web ?

Yes. Without ORMMA this would not have been possible. Due to the incompatibilities between proprietary ad SDKs and the rich media ad units created by various tools, a standard API for ad creators was necessary.  Crisp hopes that the Crisp Engage system will be just one of many to support the ORMMA standard.

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