Millennial Media: iOS gained on Android in March

iPhone ad impressions grew 17% from February thanks to the Verizon launch

Google's (goog) Android still represents the biggest slice of the smartphone pie in the monthly report issued Thursday by Millennial Media, the largest independent mobile ad network.

But for the first time since 2010, when Android began dominating Millennial's Mobile Mix reports, Apple's (aapl) share of smartphone ad impressions grew a bit in March (from 27% to 31%) and Android's shrank a little (from 51% to 48%).

Millennial attributes the shift to the launch on Feb. 10 of the Verizon iPhone, which accounted for 8.2% of U.S. iPhone impressions in March.

Among the other findings in Millennial's March report:

  • Apple was the leading device manufacturer on its network, represented 32% of the top 15 manufacturers impression share in March, a 14% increase month over month
  • iPhone impressions grew 17%
  • iPad impressions grew 7%
  • Overall iOS impressions grew 29% versus Android's 23%
  • iPad application revenue doubled, according to Millennial, pushing iOS back into the app revenue lead, with 47% of the market to Android's 36% and RIM's 7%

Also on

[Follow Philip Elmer-DeWitt on Twitter @philiped]

All products and services featured are based solely on editorial selection. FORTUNE may receive compensation for some links to products and services on this website.

Quotes delayed at least 15 minutes. Market data provided by Interactive Data. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions