Millennial Media’s new SDK promises new video and native ad formats

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Independent mobile ad marketplace Millennial Media has today launched new updates to its mobile app software development kit (SDK) that includes mobile video and native ad units.

The new mmSDK 6.0 will enable new mobile first video and native functionality through a number of new enhancements including LIghtbox, a video ad unit that leverages mobile functionality such as swipe, touch and sound to interact with the video player. The company claims that the new auto-play video unit opens up a number of new premium revenue opportunities for publishers who have been unable to offer video in the past.

Native Placements allow publishers flexibility over their native experiences whilst Facebook native ads have also been added to the mediation capabilities of the SDK and publisher monetisation platform.

The company has also enhanced its Interstitial Video Ads (Video Plus) to include full screen vertical HD video with interactive, animated buttons and layered rich media elements. It has also added Add to Calendar enhancements, creating a calendar event in the device’s native calendar to remind the consumer of a date but now with the ability to track metrics on add to calendar actions. Such additional insights by tracking these metrics allow for retargeting opportunities in the future, the company claims.

“mmSDK 6.0 represents an important milestone in our continued path to offer publishers the most complete and advanced monetisation solutions,” said Matt Gillis, president of platform at Millennial Media SDK. “6.0 was built for innovation, allowing Millennial Media to bring unique ad formats and monetisation functionality to market with speed,” he said.

You can find out more here.

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