Millennial Media, a company that provides a mobile advertising platform, has released an updated version of its Windows Phone SDK, which can be used by developers to integrate in-app advertising. Updates include an easier to user interface, improved location APIs, support for interactive video ads, support for ads that use the accelerometer, and the implementation of a single SDK for both Silverlight and XNA apps.

The support for interactive video ads is notable; these, together with other rich media ad types, generate better eCPMs (revenue) than text based advertising. Millennial Media also notes that rich media ads are in high demand, suggesting better fill rates may be available for those developers utilising these ad types.

The SDK supports two main ad types: banner and interstitial. Banner ads are shown as a static placement (e.g. bottom or top of the page). Interstitial ads, also known as a full-screen ad, cover a large portion of page and are displayed for a short period of time (e.g. when starting the app, or switching modes).

Matt Gillis, Millennial Media's Senior Vice President of Global Monetization Solutions, writing on the company's blog is bullish about the prospects for Windows Phone noting that: 

In the coming months, we expect handset manufacturers around the globe to make a big splash in the marketplace. Wireless carriers will likely respond with serious marketing campaigns to raise awareness and entice consumers with the unique features and benefits of Windows Phone.

Other in-app advertising options for Windows Phone, which developers may wish to check out, include Microsoft's own service, AdDuplex, Google's AdMob and Smaato.