Jivox is the developer of an interactive mobile advertising platform that lets marketers create their own ads using the solution’s self-dubbed “rich graphical user interface.” And today the company updated its flagship offering with some new features that aim to add a lot of extra functionality.

Simplification is a big highlight, and Jivox managed to implement it in a couple of different areas. For one, its ad making platform now includes something called smart sizing, which automatically switches an advertisement’s format from flash to HTML5 (or vice versa) depending on the visitor’s device.

In addition, overall support has been broadened to include third party traffic monitoring services such as Adobe’s Omniture and DFA. Lastly, Jivox gave its UI a face-lift and expanded on ad interactivity. The latter translated into some new abilities that opened up for marketers: namely inserting video, social integration and other similar elements.

“The rapid adoption of smartphones has been astonishing and brand advertisers are trying to figure out how to best utilize the platform to increase sales. Not being able to optimize mobile landing pages has been a huge issue,” said Jack Hallahan, VP of Mobile Innovations at Mojiva. “The new mobile capabilities offered by Jivox are a big plus for brands that want to maximize performance of their campaigns across mobile devices.”

Mobile advertising is evolving in several different directions. Jivox decided to strengthen its offering’s capabilities in the looks and campaign roll-out departments, and at the same time announced that’s it’s making web analytics available to users via third parties.

Millennial Media, which went public last month, also operates a mobile advertisement platform. It has taken a different route than Jivox however, and developed its own homegrown technologies to help marketers address big data in the ad space–this is also what apparently led to this rather ambiguous patent lawsuit filed against Millennial just a few days ago.