Hearst Digital Media is expanding its tablet and mobile-based ad creation capabilities through a partnership with Sprout, a platform that enables publishers and agencies to create and track their own mobile and tablet ads.

Sprout, which is a division of mobile ad network InMobi, is a cloud-based tool that allows its clients to import materials and create mobile HTML5 ads. Hearst Digital plans to use the service for its mobile optimized web sites for brands such as Marie Claire, Good Housekeeping, Cosmopolitan and Seventeen.

Last September, Hearst announced an aggressive 6-18 month plan to optimize all of its magazine web sites with HTML5, acknowledging the importance mobile devices are going to play in content consumption.

Since the optimization program began, Hearst Digital Media vice president of programming and product strategy Mark Weinberg told Folio: that Good Housekeeping, which was the first brand to undergo the transition, has had record monthly uniques.

"With a comprehensive suite of HTML5 applications, we can develop solutions that tap into the inherent functionality of each device—tailoring solutions to consumer interests and behaviors," says Hearst Digital Media executive director of marketing services Laura Schooling.