The latest advertising SDK versions, which are MRAID 1.0 compliant, support richer creatives experiences. These SDK versions can also send user signals such as advertiser ID, age, gender, geo and other behavioral signals to advertisers (subject to user’s privacy preferences). This enables advertisers to identify the same user across different apps and websites, and as a result can target them better.
Advertisers today seek these capabilities and are willing to spend more money on ad inventory that supports them, so this will translate into higher revenue for you.
The latest Advertising SDK versions for UWP apps also support new ad formats like Interstitial Banner, Native Ads and Playable Ads, which deliver higher eCPMs and can drive up your revenue even further!
Also, Microsoft recently removed support for older advertising SDK releases that do not support a minimum set of capabilities, including the ability to serve HTML5 rich media via the Mobile Rich-media Ad Interface Definitions (MRAID) 1.0 specification from the Interactive Advertising Bureau (IAB).
For more information on how to upgrade your apps to the latest advertising libraries, please refer to this article.