Greystripe, a San Francisco startup, has decided to stray from the common route of too much application for mobile advertising in the form of RevMax, a mobile website advertising product. With Apple focusing on iAds, having shut down Quattro, and Google snapping up AdMob, the floor has been opened for other industry leaders to take the stage.

RevMax is the company’s latest feature for the mobile web, enabling mobile website publishers to run ads as effectively as the native Greystripe for mobile apps. Using the company’s Lightning Technology, converting Adobe Flash formats, ads will also work on non-Flash devices, like the iPhone. The broadened support for Flash is key for widespread and unified ad campaigns across mobile devices.

The primary goal here is to provide options around media-rich advertisements for mobile users. This is a rapidly growing demographic, holding a great deal of consumer power for targeted ads and local interaction. Greystripe boasts that  RevMax has significantly increased clickthrough rates during testing, with an average increase around 1%.

Though Greystripe has chosen a different path than many other mobile advertisement developers, the team hopes that its efforts will promote a more seamless approach to mobile advertising. Developments such as this will hopefully aid in the progress to reach a more standardized method around mobile ads, which would inevitably place Greystripe in a very influential position.