Millennial Media, the mobile ad network, unveiled a few new tools for developers to manage and monetize their mobile inventory.  The update will provide in-app advertising solutions for iPhone, iPad, Android, Windows Phone 7, BlackBerry and other major mobile platforms.

The new mobile web tool is a one-stop solution for developers to easily incorporate mobile display ads within their site content. Through a single web interface, developers now can manage and monetize in-app and mobile web inventory seamlessly, manage ad placement and view inventory and report performance.

“At Millennial Media, we’re focused on providing tools to developers that will help them find better ways to manage and monetize their mobile inventory. Today I’m pleased to announce that we’ve added mobile web support to our suite of web-based tools and resources. Now our partners can manage both their in-app and mobile web monetization efforts in one place, making it easier for them to grow their business through advertising,” said Matt Gillis, senior vice president of monetization solutions in a blog posted on Millennial Media site.

Steady Stream of Products

The updates to Millennial’s developer tool box are steady.  In November of last year Millennial released mmStudio, a suite of mobile advertising tools for advertisers and agencies to easily bring compelling mobile ads on Millennial Media’s global mobile platform Via integration with 10 rich media vendors including Celtra, Crisp and others marketers.

mmStudio mobile advertising tool features like mobile circular, 360 view, and media gallery allow advertisers to collaborate with Millennial’s mobile platform to create next generation mobile ads.

Millennial’s previous update to its developer site introduced version 4.5 SDK for Android and iOS developers. The new SDK allows developers to support improved interstitial controls, video callbacks, and enhanced ad targeting to help marketers better reaches their target audiences.

An IPO for Mobile Advertising Revolution

Millennial Media now claims more than 40 billion ad impressions per month on its network of over 28,000 mobile applications. As per a report by IDC, Millennial Media now owns 17% of the American market, estimated at $630 million overtaking the likes of Apple ad sales to top spot in the mobile disaply ad market.

Gartner estimates that the global market for mobile display advertising accounted for $ 1.8 billion in 2011. It should reach $20.6 billion by 2015, following an average annual growth rate of 65 percent. Millennial Media, for that purpose, is preparing to land on the stock market, with an initial public offering to be assessed at about $75 million. The company last week filed papers with the SEC to launch an IPO. Morgan Stanley, Goldman Sachs and Barclays Capital are going to carry out the public offering.

An IPO will allow the company to accelerate its development, including international growth. Millennial hasn’t yet seen a profitable quarter, losing around $4 million for the first nine months of 2011 alone. But the company generated nearly $70 million in revenue during that same time period, up from just $6.2 million in 2008. An IPO and more funds will allow Millennial to grow both advertisers and spending per advertisers, and keep more of the revenue it generates for publishers -gaining more operational efficiencies.