Advancements for real-time bidding for mobile ads, coming from Microsoft Advertising today. The company is launching its Mobile Advertising SDK for Windows Phone 7 and Microsoft Advertising Exchange for Mobile. The intent bend the new SDK is to encourage marketing innovations around its mobile platforms.

They will enable ad serving for Windows Phone 7 apps, in hopes of driving more targeted capabilities within the growing mobile ad industry. While ad networks have been used primarily for mobile marketing, Microsoft’s new SDK will incur a number of new options for brands and businesses, as well as the developer community. This is yet another way in which Microsoft is hoping to attract developers to its mobile platforms, an area the company has given a lot of time and resources to, especially in the past year.

That doesn’t mean ad networks are no longer part of the picture. The real-time bidding environment will be one area ad networks can really shine, especially once more application options emerge from the updated platform capabilities. Microsoft is actually hoping to provide more tools not just to its own sales force, but to several mobile ad networks, including Millennial Media, WHERE, InMobi and MobClix.

These third party networks are working in cooperation with Microsoft’s engineers to promote a deep integration with Windows Phone 7. Millennial Media’s partnership is of particular interest, as it’s become a target acquisition for companies like RIM, now that Quattro and AdMob have been taken in by Apple and Google respectively.

That’s promising for a number of reasons, as more integrated ads mean more targeted ad formats. One reason this is important is because it strives for a more direct route of access for brands to reach consumers, and creates an internal network of sorts for additional ad rendering. It’s a concept that Apple iAds is after, though several launch partners later shared their disappointment with early versions of the platform. Google and its recently acquired AdMob have a great deal of potential to work with, especially as Android’s mobile platform is an open one. Things like inter-app access have been built into Android from its inception, so developing integrated ads around the current features is implicitly headed down a similar set of ideals.

There’s also the potential for such deep integration to create a high level of time and resource investment on the part of the developer or advertiser, which indicates a need for standardization within the industry as a whole. With Microsoft pushing for its own version of mobile ad platforms to accompany Windows Phone 7, the stakes have been raised, and third party ad platforms will want to go after a cross-network approach. See here for more information.