iPhone ad impressions grew 17% from February thanks to the Verizon launch
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 Fortune.com:
- Millennial Media's Mobile Mix: Android leads smartphone impressions
- Android's rapid gains on the iPhone in ad impressions have come to a halt
- Android, iOS tied for smartphone ad impressions
- iPhone share of mobile ad requests dropped from 55% to 48% in August
[Follow Philip Elmer-DeWitt on Twitter @philiped]