How to Build a Better SDK: Modular Architecture in mmSDK 6.0
Mobile phones today are more powerful than we could have ever imagined. They’ve literally put computers in our hands and introduced a world of opportunity for engaging digital experiences that could not have existed before smartphones hit the market less than 10 years ago. Given the evolution in how we interact with our devices, the question for ad tech is: “Why hasn’t advertising evolved in similar ways?”
The inspiration for mmSDK 6.0 began with reflection on the current state of the market and continued with envisioning a new future of mobile ad tech. We realized that in order to provide our supply and demand partners with the best mobile ad experiences, we had to change how things worked from a product development and technology standpoint. To provide a holistic view of industry challenges, the team responsible for creating and implementing this vision included both SDK and rich media engineers.
When we asked ourselves why mobile advertising has had difficulty taking advantage of new technology, we realized there were two main challenges: long SDK adoption cycles and risk to established revenue streams. mmSDK 6.0 was designed to allow for the integration of new ad experiences and corresponding revenue opportunities, while reducing the risk of disrupting existing revenue. With this architecture, it is possible to add and remove functionality with minimal effort and impact.
With mmSDK 6.0, we introduced a new ad format called Lightbox. Lightbox is an innovative ad unit that serves into existing inline placements while taking advantage of unique mobile features like finger swipes. This gives publishers access to a higher revenue ad format without changing how they integrate ads into their application. We also introduced native ads. Our native placements give publishers the ability to customize ads to match the look and feel of their app.
mmSDK 6.0 was released just a few weeks ago, and we have only scratched the surface of its capabilities. Its modular architecture puts Millennial Media in a position to bring innovative ad experiences to market faster, with less risk and more opportunity for our supply and demand partners.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.