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Millennial Media beefs up its Android ads SDK

Stuart Dredge
Millennial Media beefs up its Android ads SDK

Brings it into line with iPhone.

Mobile advertising network Millennial Media has launched the latest versions of its iPhone and Android software developer kits.

It's the third time both platforms have been updated in the last six months, as Millennial develops its advertising units for both.

The big news this time round is that Android developers are getting a number of the more advanced features from the iPhone SDK.

That includes static and video interstitials, expanding banners, transparent overlays and companion ads.

The iPhone OS currently accounts for 62% of Millennial Media's smartphone impressions, although Android is growing fast, with impressions up 282% since January on the company's network.

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Millennial is also making much of its status as the largest 'independent' mobile advertising platform, with rivals Quattro Wireless and AdMob having been acquired by Apple and Google respectively.

Tags: millennial media