With mobile development going cross-platform at a rate of knots, mobile advertising network AdMob is ensuring its clients can keep up with the Joneses.

The latest version of its SDK - previously supporting iPhone and Android - has been extended to Flash Lite.

Other updates to the technology include expandable canvas and multi-panel banner for Android devices, and performance enhancements and additional server side flexibility for iPhone.

A new adaptive mobile ad unit has also been introduced. This remains at a constant size as consumers pinch and scroll through web sites that have been designed for a PC screen on their mobile device

"Developers and publishers are building engaging services across multiple mobile platforms and need the tools to effectively monetise their traffic," said Omar Hamoui, AdMob's founder and CEO.

"We've worked very hard to create innovative ways to help mobile developers achieve their goals and easily manage their business – whether on the iPhone, Android or other emerging platforms."

Backend management

In addition to the SDK, AdMob has enhanced its metrics suite of tools.

There's a new dashboard which publishers can customise to view the key statistics for their mobile web sites and applications in one location. This is linked into better reporting user interface and a beta release of a reporting API so they can build their own tools and dashboards if they so desire.

Server side SDK controls provide more fine tuning in terms of how ads are displayed and formated within applications, while the addition of AdWhirl for iPhone and Android applications provides additional choice and control in monetising their mobile traffic.

You can find out more information via AdMob's developer website.