First brand to use it will be Nissan and Irish Distillers via the RTE iPhone news app.
Irish online and mobile ad network Adforce says it will use the Medialets tech to enable brands and agencies to create ads with more engaging options - from video content and image galleries to social media integration, click-to-call buttons and in-ad shopping carts.
In so doing, it's following a wider trend of beefing up ads beyond the static banner and the text tag.
Kevin Foley, commercial director of Adforce.ie, said: "Medialets brings unprecedented scale to mobile rich media campaigns by enabling the delivery and measurement of the industry's highest impact rich media ads across the broadest array of top tier mobile properties."
"We're pleased to team up with Adforce.ie to bring mobile rich media to their expanding customer base," said Eric Litman, CEO and founder of Medialets.
"We look forward to working closely with Adforce.ie in enabling the most engaging mobile and tablet rich media advertising for leading Irish agencies and brands."
* Don't forget, ME is hosting a Monetising Mobile conference on July 12th dedicated to rich media advertising. More details here.