Millennial Media (MM) today announced the expansion of the Millennial Media Exchange (MMX) into 20 additional countries, as well as a new set of targeting features that provide brand and performance advertisers increased transparency and control over their mobile ad campaigns. MMX, launched out of a partnership between Millennial Media and AppNexus – which offers the industry’s most powerful, open and customizable advertising technology platform – provides advertisers and developers a unique opportunity to buy and sell on a real-time, programmatic basis at scale.
Since its launch in September 2013, MMX’s initial success in the United States and parts of EMEA, Latin America and Asia, have enabled Millennial Media to expand its offering in global hubs – including India, the Russian Federation, Saudi Arabia, Israel, Switzerland, the United Arab Emirates, and Austria – among others.
New Cross-Screen Functionality Bridges Gap Between Mobile and Online
Included in the new targeting enhancements is the ability to reach consumers across desktop and mobile. Millennial Media matches and enhances AppNexus targeting identifiers, which allows advertisers to purchase impressions and run cross-screen campaigns in the same way they had previously purchased display impressions. By offering advertisers this multi-screen opportunity, MMX is further bridging the gap between mobile and desktop. This cross-screen approach reduces inefficiencies associated with running siloed mobile and desktop campaigns, and leverages buying processes that display buyers are already familiar with to purchase Millennial Media impressions.
“We believe that programmatic ad technology is critical to enabling cross-device targeting with exceptional control and performance for the world’s largest marketers,” said Ryan Christensen, VP, Product at AppNexus. “Together with Millennial Media, we are accelerating advertisers’ ability to reach cross-screen audiences seamlessly, effectively, and at exchange scale.”
New Targeting Options Strengthen Relevancy and Reach
In addition, to enhance campaign targeting, Millennial Media’s MMX is now offering precise inventory packaging opportunities, including content and channel targeting, private marketplaces, and premium, customizable audiences. Through its content and channel targeting, MMX enables advertisers to align their brand with high quality content that reflects specific audiences’ interests and/or demographics, including automotive, entertainment, games, news, and social, among others. The roll out of private marketplaces within MMX gives advertisers access to premium mobile sites and apps with greater transparency. Additionally, advertisers enjoy guaranteed and first-look inventory, and a seamless transaction that eliminates the need for direct buys with multiple publishers.
“Millennial Media is leading the mobile exchange market in 2014,” said Mollie Spilman, EVP, Global Sales and Operations at Millennial Media. “Our early success has only fueled us to push harder and add more capabilities and inventory. We’re thrilled to continue our expansion and footprint across the globe, especially in quickly adopting regions such as APAC.”
About Millennial Media
Millennial Media is the leading independent mobile advertising platform. The Company’s unique data asset and full technology stack enable its demand and supply-side clients to garner meaningful results to drive their business. Based on its mobile-first approach to data, technology, and audience targeting, Millennial Media is leading the market by connecting consumers with relevant messages across screens. For advertisers looking to reach and engage with consumers in powerful ways, Millennial Media offers a broad array of solutions, delivered through brand, performance, and programmatic approaches. For developers and publishers, the Company offers a comprehensive set of managed and automated services to maximize revenue.
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Christina Feeney, 617-301-4181