• December 9, 2009

Mobile ad network Greystripe is expanding to Android, giving developers for the Google platform another option for monetize cell phone applications. To date, Greystripe said it has delivered more than 300 million downloads of ad-supported games on the iPhone and Java-based systems.

With the number of Android phones from handset makers and carriers expected to proliferate next year, it's not surprising Greystripe is migrating to the operating system. The startup, which has backers including NBC and Disney, is counting on its full-screen, rich media ads to eventually become as widespread in Android games and apps as on the iPhone.

While uptake so far has been slower than expected, Greystripe CEO Michael Chang said Android already represents about 10% of its inventory. Its Android software developers kit (SDK) supports pre- and post-roll formats as well as interstitials.

With Google planning to acquire rival ad network AdMob, it raises the specter that Greystripe and other networks would be at a disadvantage on Android. But it's unlikely Google would try to shut out other networks altogether since that would contradict its open mobile system. The proposed AdMob acquisition has already reportedly come under review by the Federal Trade Commission. --Mark Walsh