• by Mark Walsh  @markfwal, July 6, 2011

In the latest version of its developer tools for Apple iOS devices, Medialets has added support for third-party mobile rich media ad providers including EyeWonder, Limelight Networks, PointRoll and Google. The aims is to streamline the mobile advertising process while increasing the revenue potential for Medialets' more than 200 publisher partners.

"By making it possible for other rich media vendors to deliver creatives on the platform that's already embraced by the world's leading publishers, we're giving buyers and sellers the mos direct path to flexibility and scale," said Medialets founder and CEO Eric Litman.

Medialets' Universal SDK 2.5 also offers new ad creative options including social media sharing, an add-to-calendar feature and embedded maps along with greater control of how expandable ads display on screen. Separately, a new format delivers audio ads with or without an on-screen component while an app is running in the background, as commonly happens with radio or music apps. Read more here.