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Rich media platform Flite is partnering with Atlas to allow advertisers using the ad-serving and measurement service to more easily create ads that run across multiple screens.

Under the agreement, Flite is integrating its browser-based Design Studio platform for building HTML5 ads that work across desktop and mobile screens into the ad-server using the Atlas API (application programming interface). Besides providing more ad creative options, the aim is to simplify the workflow from ad development to analytics.

“Our partnership with Flite combines Atlas’ ad serving and comprehensive analytics with Flite’s innovate, rich ad formats and creative tools,” stated Erik Johnson, head of Atlas. “Working together will allow our clients and agencies to employ richer ad experiences, as well as streamline both workflow and operations.

Through Flite’s Design Studio, advertisers can build Flash, as well as HTML5 ads and stream in articles, images, social media and video, to create content-rich ads on the fly, according to the company. The ability to manage creative work in real time has become more crucial with the shift toward audience-based buying.

See full article on MediaPost here.