Millennial Media Releases mmSDK 6.0 with New Video, Native Ad Formats

Company’s Most Comprehensive Software Development Kit Includes Mediation, New Formats

BALTIMORE – Millennial Media, Inc. (NYSE: MM), the leading independent mobile ad marketplace, released new mobile video and native ad units as part of its updated mobile app Software Development Kit (SDK) version 6.0, as well as leading edge monetization capabilities for mobile publishers and developers.

“Mobile video has been a game changer for us, bringing clients’ messages to life through sight, sound, and motion”

Millennial Media has one of the largest SDK footprints in the world, which gives advertisers access to data-rich, premium inventory at scale and publishers access to significant monetization opportunities.

The new SDK enables publishers to monetize through all mobile demand sources, including Millennial Media-sourced demand, the Millennial Media Exchange, publisher-direct sold campaigns, and publisher and network mediation partners.

mmSDK 6.0 enables seamless creative execution through new, mobile-first video and native functionality, including:

  • Lightbox: an innovative video ad unit that leverages mobile functionality such as swipe, touch, and sound to interact with the video player. This new auto-play video unit opens up a variety of new premium revenue opportunities for publishers who have not been able to offer video in the past. Once touched by a consumer, the video expands and can play in either a vertical or horizontal format based on device orientation. The video’s companion banner also increases Share of Voice (SOV) and provides additional opportunities for messaging.
  • Interstitial Vertical Video: the Millennial Media Interstitial Video Ads (Video Plus) have been enhanced with full-screen vertical HD video that comes with interactive, animated buttons and layered rich media elements, which resolves to a dynamic end-card. Vertical or horizontal video capabilities tailor the experience to a consumer’s screen based on device orientation.
  • Native Placements: offering publishers flexibility over their native experience. Publishers can receive units through an industry-standard in-feed layout or a customized native placement made to fit within each publisher’s own app design. Furthermore, Facebook native ads have been added to the comprehensive mediation capabilities of the SDK and publisher monetization platform.
  • Add to Calendar Enhancements: creates a calendar event in the device’s native calendar to remind the consumer of a date. New features for SDK 6.0 include the ability to track metrics on add-to-calendar actions. For example set an alarm, create a recurring event, etc. The additional insights gained from tracking these metrics can lead to retargeting opportunities in the future.

“Mobile video has been a game changer for us, bringing clients’ messages to life through sight, sound, and motion,” said Jennifer Morgan, Partner, Senior Director, Digital Investments at MEC. “Millennial Media’s Lightbox mobile video unit capitalizes on mobile’s custom features and functionality and offers a truly unique experience from PC.”

“From the start, Millennial Media has placed an emphasis on publisher support. Not just from a monetization standpoint, but throughout the full development lifecycle,” said Oliver Rozay, VP of Business Development and Monetization at Pinger. “We look forward to integrating mmSDK 6.0 and creating new opportunities for our consumers and the advertisers interested in reaching them.”

Through the launch of 6.0, Millennial Media completely overhauled its SDK architecture. It’s modular build allows the Company to bring new features and functionality to market quicker and simplifies future SDK deployments.

“mmSDK 6.0 is the first joint Millennial Media and Nexage SDK,” said Matt Gillis, President of Platform at Millennial Media. “It represents an important milestone in our continued path to offer publishers the most complete and advanced monetization solutions. SDK 6.0 was built for innovation, allowing Millennial Media to bring unique ad formats and monetization functionality to market with speed.”

Millennial Media’s mmSDK 6.0 is available immediately for download here. mmSDK 6.0 will require that the developer support iOS 7.0+ or Android 4.1+. For more information on the benefits of working with Millennial Media click here.

About Millennial Media

Millennial Media (NYSE: MM) is the leading independent mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company’s unique data and technology assets enable its advertising clients to connect with their target audiences at scale. Millennial Media also drives monetization for its publisher and developer partners by connecting them to networks, advertisers, and an OpenRTB-compliant programmatic exchange, including RTB and programmatic direct. For more information, visit

via BusinessWire