Adobe, Vendors Team On Smartphone Ads

Adobe Tuesday unveiled a pair of new full-screen smartphone ad formats developed with six digital and rich media ad companies: EyeWonder, Greystripe, Medialets, MediaMind, PointRoll and Sprout. One of the formats expands to a microsite and other optimizes repurposed TV ads or other high-quality video spots for mobile screens.

The new ad units support Adobe’s Flash technology as well as offering the ability convert Flash-based creative to HTML5 to provide reach across all major smartphone platforms. Apple last month backed off from its long-running feud with Adobe over Flash, easing its restrictions on third-party development tools for iPhone applications including the pervasive Adobe software.

The ad companies involved already offer their own alternatives to Apple’s iAd format, which has overall helped raise awareness of mobile display and in-app advertising. For more details on the Adobe mobile ad effort, go here.

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