• by Mark Walsh  @markfwal, March 5, 2014

Rich media platform Flite is partnering with Atlas to allow advertisers using the ad-serving and measurement service to more easily create ads that run across multiple screens.
 
Under the agreement, Flite is integrating its browser-based Design Studio platform for building HTML5 ads that work across desktop and mobile screens into the ad-server using the Atlas API (application programming interface). In addition to providing more ad creative options, the aim is to simplify the workflow from ad development to analytics.
 
“Our partnership with Flite combines Atlas’ ad-serving and comprehensive analytics with Flite’s innovate, rich ad formats and creative tools,” stated Erik Johnson, head of Atlas. “Working together will allow our clients and agencies to employ richer ad experiences, as well as streamline both workflow and operations."
 
Through Flite’s Design Studio, advertisers can build Flash as well as HTML5 ads and stream in articles, images, social media and video, to create content-rich ads on the fly, according to the company. The ability to manage creative work in real-time has become more crucial with the shift toward audience-based buying.
 
With today’s announcement, Flite joins the Atlas Partner Alliance, which includes other preferred technology partners such as MediaBank and AppNexus for campaign management, MediaMath and Turn as demand-side platforms (DSPs) and Adobe for site analytics.
 
While advertisers working would still be able to use other rich-media providers, Flite CEO Will Price suggested the process would be more convoluted. “With the Atlas-Flite integration, the workflow is seamless -- once you develop your ad creative in Flite, you can send it directly to your Atlas account with one click,” he said.
 
Despite Facebook’s acquisition of Atlas last year, Price noted that its teaming with Atlas wouldn’t change how ads are served on the social network. The integration affects only traditional display advertising served through Atlas. Facebook advertisers currently use the Atlas suite of tools to track and measure campaigns on the site.
 
Flite says it has a number of “marquee” brand clients that will be launching campaigns using its platform via Atlas, but can’t disclose their names yet. The company’s Web site lists brand clients, including Kraft, Shell and Charles Schwab.