Millennial Media has launched an update to its SDK for developers to improve the advertising they can offer in iOS and Android apps.
Developers will also now be able to use Passbook in iOS to deliver boarding passes, loyalty cards, coupons, tickets directly to the users handset. iOS in-app ads are also now integrated with Twitter, Facebook and the App Store so users can like, share, tweet or download directly from the ad in the relevant platform and then return to the app. Like previous versions of the SDK, it does not use UDIDs so it is compliant with Apples tracking policy.
Millennial ads are now IAB MRAID 2.0 certified so rich media advertising across iOS and Android complies with UK industry standards. The company is also offering more types of video ad units to its clients. 
SDK 5.0 requires less coding than was previously required.
