Flashier ads for iPhone, iPad, Android and the mobile web.
Adobe's efforts to prevent its Flash technology from being shut out of Apple's iPhone ecosystem have taken a new tack, via a partnership with mobile advertising firm Greystripe.
In an announcement timed exactly two hours before Apple CEO Steve Jobs' WWDC keynote, Greystripe and Adobe have revealed that they're working on a rival to Apple's iAd system, focusing on iPhone and iPad, but also Android and mobile websites.
The announcement makes this rivalry explicit:
"The ad solution is comparable to Apple’s recently introduced iAds unit; however, unlike iAds, they will be authored with Adobe Flash authoring tools, priced at a fraction of the cost, and come in both expandable banner and full screen interstitial formats."
Here's how it will work: Greystripe will convert Flash-authored ads into HTML5 for iPhone and iPad, so they can be deployed in apps and mobile websites. On devices that do support Flash, they'll be delivered as Flash via Greystripe's existing mobile ad network.
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"By working with Greystripe, a leading provider of Flash authored advertising for mobile devices, we enable agencies to benefit from the power of the Flash platform while also targeting devices with HTML5," says Adobe's VP of product marketing for the Flash platform Ricky Liversidge.
Meanwhile, Greystripe CEO Michael Chang says that "We’re thrilled to announce this proven alternative to iAds and offer digital agencies and brand advertisers the broadest possible reach across platforms and devices worldwide."
Apple CEO Steve Jobs said during an on-stage interview at the D8 conference last week that Apple won't be shutting rival ad networks out of its devices once iAd launches.
However, it's too early to predict Apple's attitude towards the Adobe/Greystripe partnership, and the resulting Flash-to-HTML5 ad units. The company may, however, give more details about iAd's launch during today's keynote.
Mobile Entertainment will be at the Moscone Center in San Francisco liveblogging from the event, which kicks off at 10am PST (6pm BST).
