Through its Third Screen Media mobile ad network, AOL's Platform-A advertising unit has come out with what it claims is the first device-agnostic rich media mobile ad format. Developed in partnership with Cielo Mobile, the so-called Rich Media Everywhere solution makes it possible for advertisers to run a rich-media campaign that delivers the same user experience across the iPhone, Android, BlackBerry, Windows Mobile, Palm and Symbian platforms and the mobile Web.

According to Platform-A SVP of operations and product management Eric Bosco, allows advertisers, for the first time, to "standardize dynamic ads across multiple publishers and devices with no programming." This, he says, enables them to reach a wider audience without having to develop different ads for each device type.

Platform-A's TSM Network and any WAP site with Platform-A ad tags can run the new rich media ads. Application developers wanting to take advantage of the new format can visit platform-a.com to access customizable ad widgets for iPhone, Android, Blackberry, Windows Mobile, Palm and Symbian devices.