Millennial Media has launched an update to its SDK for developers to enhance the advertising they could offer in iOS and Android apps.

Developers also will now be capable of use Passbook in iOS to deliver boarding passes, loyalty cards, coupons, tickets on to the user’s handset. iOS in-app ads also are now integrated with Twitter, Facebook and the App Store so users can like, share, tweet or download directly from the ad inside the relevant platform after which return to the app. Like previous versions of the SDK, it doesn’t use UDIDs so it really is compliant with Apple’s tracking policy.

Millennial ads are actually IAB MRAID 2.0 certified so rich media advertising across iOS and Android complies with UK industry standards. The corporate also is offering more forms of video ad units to its clients.

SDK 5.0 requires less coding than was previously required.