Advertising.com’s AdTech (owned by AOL) has launched a new mobile software developer kit, which the company says is the first of its kind to comply with the IAB’s rich media standard MRAID 2.0.

MRAID, which stands for Mobile Rich Media Ad Interface Definitions is an IAB project tasked with defining a common API for mobile rich media ads that will run in mobile apps.

“The mobile internet has fast become a popular communication medium and for many users, life can no longer be imagined without it,” says AdTech CEO Erhard Neumann. “As the number of mobile internet users increasingly rises, advertising on the mobile web becomes more and more significant. Our Mobile AdTech SDK opens up an additional sales opportunity by enabling publisher clients to monetize the advertising space in their mobile apps.”

AdTech says the SDK will make it easier for customers to manage display, video and mobile inventory from one tool, listing the key features as:

• Delivers ads even if the device is offline
• Simplifies banner creation through MRAID support
• Easy Rich Media handling across different mobile platforms
• Caching ads for accelerating rich media content
• Mediates Inventory through Network Partners
• Integrated solutions for Mobile Web & Apps, Display and Video