24/7 Real Media's ad network will be adding mobile ad serving and reporting capabilities to its ad management platform, reports MediaPost.

The integration of mobile ads into the firm's Open AdStream system allows publishers to add mobile inventory without separate technology.

24/7 says about a dozen publishers have already taken advantage of Open AdStream Mobile Edition. The ease of use, the firm says, allows publishers to concentrate on users and content as opposed to technology concerns.

"With Open AdStream Mobile Edition, 24/7 Real Media is giving marketers true multi-channel campaign management, with one reliable, flexible and scalable platform," Ali C. Mirian, Product Manager, Publisher Solutions, 24/7 Real Media, said in a statement.