InMobi, the worlds largest independent mobile ad network, has bought rich media creative agency, Sprout, whose cloud-based, HTML5 rich media platform helps agencies and brands reduce the complexity of rich media mobile ad creation and distribution. InMobi says its global presence, combined with Sprout’s rich media technology, will help the mobile advertising industry easily build and distribute engaging rich media ads to consumers everywhere.

Sprout’s vision is to help advertisers “build once and deliver everywhere” on mobile and desktop devices. Its rich media creatives are compatible with mobile devices supporting HTML5, including Apple iOS and Google Android devices. Sprout works with some of the world’s leading brands, including Chevrolet, Disney, Paramount Pictures, HTC, Sega and Nokia.

“Sprout’s technology solves a critical need for the industry by helping bring engaging mobile ad experiences to consumers all around the globe,” says InMobi CEO, Naveen Tewari. “The acquisition fits perfectly with our vision to enable the mobile ecosystem with best of breed technology and services. The entire industry will benefit from the combination of our technology and operational footprint on five continents, and Sprout’s platform.”

Sprout will operate as an independent company, working with the entire mobile advertising industry to solve what InMobi calls “the HTML5 creation and delivery problem”. The company will continue to expand its product in the coming months by adding workflow enhancements, analytics, and new ad units.

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