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Millennial Media unveils Windows Phone 7 mobile ad SDK

January 19, 2011 — 10:30am ET | By Jason Ankeny

Mobile advertising network Millennial Media released its Windows Phone 7 software development kit, enabling WP7 application creators to more easily integrate ads into their software. The official release follows a few months after Millennial Media first issued its Windows Phone 7 SDK beta, incorporating changes and upgrades based on developer feedback--features include full support for Silverlight and XNA, rich set-up tools for greater developer control over ad insertion, interactive units for agencies and creative shops, and interstitial ad support for Silverlight apps.

Smartphones running Windows Phone 7 and its predecessor Windows Mobile presently account for just a fraction of Millennial Media ad impressions. As of December 2010, Android impressions represent 46 percent of the Millennial network, compared to Apple's (NASDAQ:AAPL) iOS at 32 percent--BlackBerry follows at 16 percent. Smartphones now account for 60 percent of all Millennial Media network impressions, up 2 percent month-over-month--feature phones represent 30 percent, with connected devices making up the remaining 10 percent.

Microsoft's (NASDAQ:MSFT) Windows Phone Marketplace now boasts more than 6,000 applications optimized for Windows Phone 7 smartphones, with roughly 100 new apps entering the storefront every 24 hours, according to the software giant's CEO Steve Ballmer. Speaking earlier this month at the Consumer Electronics Show event in Las Vegas, Ballmer said that over 22,000 mobile developers have now registered to market their apps via Windows Phone Marketplace; he added that more than half of WP7 device owners are downloading new apps at a rate of one per day, with nine out of ten Windows Phone customers on AT&T (NYSE:T) stating they would recommend the handset to a friend. Microsoft has so far launched nine Windows Phone 7 smartphones across 60 operator networks in 30 countries.

For more:
- read this Millennial Blog entry