How Toss Integrated Games into Ads

Game ad placements were rare on Toss's ad inventory because it did not support Playable Ads, which allow users to experience a game before installing the app. Playable creatives are a key factor in increasing IPM (Installs Per Mille) and ROAS (Return On Ad Spend).

Instead of using external SDKs, Toss decided to directly implement playable ads to ensure integration with its own ad system and maintain control. For this, it selected the industry standard MRAID (Mobile Rich Media Ad Interface Definitions) as the bridge JS protocol.

mraid.js was designed with a practical approach, implementing only the APIs actually called by creatives, and consists of four modules:

• MraidSDK: Public API and ad state management
• NativeBridge: Sending commands from JS to native
• NativeInvokeHandler: Dispatching native calls by event
• EventManager: Managing subscriptions for listeners registered by creatives

The bridge JS handles communication between ad creatives and the native app, with state ownership residing in the native app. This provides opportunities for creatives to stop sounds or pause scenes, ensuring a stable ad experience.