Mobile ad network, InMobi has acquired Sprout, a San Francisco (US) based company that offers mobile rich media advertising based on HTML5, and allows advertisers to “build once, run everywhere” ads. The financial terms of the deal have not been disclosed. According to a communication from InMobi Founder & CEO, Naveen Tewari, Sprout will remain an independent company working with all agencies, brands, ad networks and publisher sites globally, although it will now be a part of InMobi’s mobile ad platform.

The deal will give InMobi access to Sprout’s platform that allows advertisers and publishers to build, serve and measure rich media HTML5 ads, under one umbrella. With the increasing number of users accessing the internet from their smartphones and connected tablets, a high percentage of which, including the iPad and iPhone, and a large number of Android devices, not supporting Adobe’s Flash platform, it makes sense to move to an HTML5 based solution, that works on all devices.

InMobi had recently inked a three year, multi-million dollar deal with Amobee, a California, USA based mobile advertising solutions provider to enable Amobee’s clients to access InMobi’s mobile ad network. The company also received an approval from India’s Foreign Investment Promotion Board to allow, according to a statement, “Transfer of shares by way of share swap to carry out the business of Developing software and licensing it to Advertising Network related business.” However, we are still awaiting a reply from the company on that development.

Other HTML5 Ad Services & Competition

Earlier this week, Adobe launched a new tool, Adobe Edge an HTML5 web motion and interaction design tool that allows web designers to bring animation, similar to that created in Flash, to websites using standards likes HTML, JavaScript and CSS. Although Adobe says that Flash will co-exist with HTML5, there has been a lot going against the platform, with Apple not supporting it on its mobile devices and the call for a common standard. Other companies that offer similar solutions include video platform Brightcove, which partnered with ad-technology company Freewheel to launch an HTML5 based video ad solution, iVidopia’s Future5 and MeFeedia’s video ads platform.

Related:
InMobi Inks Three Year Ad Deal With Amobee