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Exclusive First Look Millennial Media Releases mmSDK 6.0 with New Video and Native Ad Formats for Mobile AppsHere’s your first look at what’s new from Millennial Media. This morning, MAW has learned, executives at the independent mobile ad marketplace will unveil new mobile video and native ad units as part of its updated mobile app Software Development Kit (SDK) version 6.0.

The SDK comes with what we’re told are cutting edge monetization capabilities for today’s mobile publishers and developers.

The news is sure to reverberate. That’s because Millennial Media has one of the largest SDK footprints in the world, providing advertisers with 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,” according to a company statement shared with MAW in advance of today’s unveiling.

The launch of 6.0 is significant for another reason: Millennial Media completely overhauled its SDK architecture. The new modular build allowed the firm to bring new features and functionality to market quicker as well as simplify future SDK deployments.

“mmSDK 6.0 is the first joint Millennial Media and Nexage SDK,” says 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.”

What’s new? In a word, mmSDK 6.0 enables seamless creative execution through new, mobile-first video and native functionality.

Features include “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,” explains Millennial Media. “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 SOV and provides additional opportunities for messaging.”

In addition, “Interstitial Vertical Video Ads” 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.

“Native Placements” will offer 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.

Of note is that Facebook native ads have been added to the comprehensive mediation capabilities of the SDK and publisher monetization platform.

Finally, “Add to Calendar Enhancements” creates a calendar event in the device’s native calendar to remind the consumer of a date.

Need more information? Details about the new release are forthcoming on MM’s website here.

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