Millennial Media updates SDKs, adds Client Ads campaign option

Mobile advertising network Millennial Media has released versions 4.5 of its SDKs for Apple's (NASDAQ:AAPL) iOS and Google's (NASDAQ:GOOG) Android, promising new capabilities and solutions designed to help developers more effectively monetize their mobile applications. Highlights include enhanced interstitial controls, advanced targeting techniques and improved video interstitial callbacks. The Android SDK is available for download here; the iOS SDK, which brings compatibility with Apple's new iOS 5, is here.

Android continues to dominate traffic across the Millennial Media network, generating 54 percent of all impressions in August 2011--almost double iOS at 28 percent--according to the company's September MobileMix report. Research In Motion's (NASDAQ:RIMM) BlackBerry follows at 13 percent of ad impressions, with Microsoft's (NASDAQ:MSFT) Windows Phone far behind at 1 percent. Smartphones now generate 72 percent of all Millennial impressions, while connected devices like tablets and feature phones yield 14 percent each.

In conjunction with the new SDKs, Millennial Media introduced Client Ads, a premium in-app solution allowing developers to sell campaigns to their own advertisers and use Millennial's ad-serving technology to run those campaigns in their applications. Developers can also insert traditional branded in-app ads and third-party ads as well as developer-created house ad campaigns to promote their apps on their own inventory--in addition, Millennial states that house ads campaigns are now easier to set up. Also new: Improved reporting and metrics on the mmDev website.

For more:
- read this Millennial Blog entry

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