• by Mark Walsh  @markfwal, September 15, 2010

Mobile ad network Greystripe has built its business on rich media ad formats that runs in games and other applications. Now the company is extending its interactive units to the mobile Web as more developers create Web apps and sites instead of only native apps for smartphones like the iPhone or Android devices.

Greystripe will bring its animated banner and expandable ads to the mobile Web as well as its technology for converting Flash-based ads into the Apple-friendly HTML5 format. To date, the company has tested the new Web version of its ad units in more than 15 campaigns over the last month with advertisers including Dove and Sprint and publishers including Dictionary.com, CollegeHumor.com and Evite.

While Greystripe's network will now deliver mobile Web ads across the iPhone, iPad, Android and Blackberry devices, it will only support static ads on BlackBerry phones at launch. Greystripe eventually plans to expand rich media ads to mobile browsers on all major smartphones including BlackBerry.