MUMBAI: Bangalore-based independent mobile ad network InMobi has acquired US-based Sprout, a leading platform for creating HTML5 rich media mobile advertising.

InMobi said that this acquisition will help the company to address the complexity of planning, creating, distributing, and measuring rich media mobile ads for brands and agencies in India and globally.

InMobi said it has ability to reach 314 million consumers in over 165 countries, through more than 36.2 billion mobile ad impressions monthly.
 
InMobi CEO Naveen Tewari said, "This acquisition reflects the growing maturity of the global mobile ad industry. Advertisers and ad agencies are looking to engage consumers through ever more immersive and interactive means - InMobi has taken the lead to deliver on this critical market requirement through the acquisition of Sprout."

Sprout works with the world‘s leading brands, including Nokia, Disney, HTC, Chevrolet, Paramount Pictures and Sega to bring interactive mobile ads to devices supporting HTML5, including Apple iOS and Google Android devices. Its cloud-based platform brings efficiency and scale, helping advertisers build once and deliver everywhere.

Sprout will operate as a fully independent company working with the entire mobile advertising industry to solve the HTML5 creation and delivery problem, and will continue to expand its product in the coming months by adding workflow enhancements, analytics, and innovative new ad units.

Sprout CEO and co-founder Carnet Williams added, "InMobi‘s commitment to an open and independent Sprout made them the clear choice for us. We will continue to work with all existing partners, including ad networks, globally."

Kleiner Perkins Caufield & Byers partner Ajit Nazre said, "The mobile industry is yet to fully capitalise on the engaging advertising experiences now possible through smart devices. This acquisition will help scale the use of rich media advertising globally - a critical next step in helping the industry realise its full potential."