With video ads emerging as the most effective and engaging ad units available in the entire mobile ad ecosystem today, it comes as no surprise that one of the top mobile ad companies in the world is working overtime to expand its video ad proficiency and capabilities.

On Wednesday, Millennial Media unveiled a comprehensive suite of new advertising products for marketers to harness the power of mobile video on smartphones and tablets.

For example, advertisers can now add customizable features to their video that let consumers engage with the content in ways not possible in any other medium.

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The makers of “Candy Crush Saga” are reportedly considering what may be a sweet treat for investors.

According to rumblings reaching as far as The Wall Street Journal on Tuesday, Midasplayer International Holding Co., the publisher of some of the biggest online and mobile games in the world, is planning to go public.

Midasplayer, better known as King, has tapped banks including J.P. Morgan Chase & Co., Credit Suisse Group AG, and Bank of America Corp. to handle a potential offering, these people said. They cautioned that the pricing and timing of any deal had not yet been completed.

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Atlantic City’s casinos are moving with haste to secure partners for their online gambling operations. And the hustle and bustle are for good reason. The state Gaming Enforcement Division has informed the casinos of a June 30th deadline. The New Jersey-based casinos have until then to facilitate Internet gambling deals.

With Internet gambling expected to go live in November, the deadline was established to give state regulators ample time to explore, study, and examine the qualifications and backgrounds of the firms with which  the casinos will partner.

So far, we know that the four prominent Atlantic City casinos (Caesars Atlantic City, Harrah’s Resort Atlantic City, the Showboat Casino Hotel and Bally’s Atlantic City) are partnering with 888 Holdings.

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Google, the undisputed global titan of all things mobile advertising, upset some of its most loyal developers yesterday when the company announced plans to retire AdWhirl.

AdWhirl, which allows devs to easily transition between different ad networks, is controlled by AdMob, the Google-owned ad network and the largest mobile advertising network in the world today.

Google famously purchased AdMob for $750 million in late 2009.

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From Summly to Tumblr, Yahoo hasn’t been able to close its wallet in months.

And today, the acquisition spree continues.

On Wednesday, Yahoo confirmed its latest buy on Twitter: “Today we acquired @GhostBirdSoft for @Flickr. Get ready to see your mobile photos in a whole new light!”

GhostBird Software is a promising young company (only four years old) and the maker of various popular iOS camera apps like KitCam and PhotoForge2.

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ReviMedia, a global leader in performance-based marketing, has announced its acquisition of home security assets from N2O Marketing.

The acquisition, we’re told, will extend ReviMedia’s vertical portfolio and enable the company to launch lead generation campaigns in the home security space.

ReviMedia will further build out N2O Marketing’s website properties and integrate the new vertical into its proprietary lead exchange platform, LXP.

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“The most significant issue for ad buyers,” reads a recent report from MIT Technology Review, “is that they don’t know if the ads are working, like they do on desktop computers.” The report cites data from the Interactive Advertising Bureau, which indicates that all media depend critically upon reliable metrics for audience reach.

The same, however, is also true of social media.

If you’re in the business of using social media for business then, like many, you’ll have faced a specific problem: how do you measure ROI?

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