InMobi and Sprout Aim To Be “The Standard for HTML5 Rich Media Content Production”

As we reported last week, InMobi has acquired U.S-based Sprout for improved HTML5 ad offerings to go alongside its own current ad network.

We were curious to hear how InMobi and Sprout would work together and so we sent an inquiry to the folks at InMobi. We got a reply from Sally Wuu, the head of marketing in Southeast Asia, who shared more details about the integration between InMobi and Sprout.

Sally tells us:

InMobi will integrate Sprout technology into their ad network operations and vice versa. Each company will also continue to work with respective competing companies. Since InMobi currently operates in 12 locations globally, Sprout will have access to InMobi’s operations to help grow the rich media business through its thousands of agency and brand partners. The acquisition furthers InMobi’s goal to enable the mobile ecosystem globally with best-of-breed technology and services, adding a third layer of technology to serve the mobile industry.

Sally introduces the three layers as follows:

1. InMobi Ad Network – The World’s Largest Independent Ad Network
2. InMobi SmartPay – Simple. Global. Mobile payments.
3. Sprout – An InMobi Company. A “build once, run everywhere” HMTL5 authoring tool.

InMobi’s API and SDKs are already HTML5 compatible, thus bringing interactive mobile ads to devices supporting HTML5, including Apple iOS and Google Android devices, in 165 countries.

InMobi has a wide reach in Asia. But exactly how broad it is? Sally also gave us a breakdown of the numbers in each country. These numbers are according to May 2011 data; in total, InMobi has served more than 19.5 billion ad requests.

• Australia: 389 million
• Hong Kong: 168 million
• India: 7.6 billion
• Indonesia: 4.1 billion
• Japan: 2.5 billion
• Malaysia: 278 million
• Singapore: 135 million

The Standard For HTML5 Content Production

Sprout will run independently and will also serve inMobi’s competitors if needed. But it has a plan behind all this, hoping that Sprout will become the standard for HTML5 content production. To do that, the industry has to adopt Sprout’s platform – including inMobi’s competitors. InMobi’s Sally adds: