Millennial Media (MM) today announced the expansion of the Millennial Media Exchange (MMX) to Europe, with additional expansion in the coming weeks to Latin America and Asia. MMX, which provides advertisers and developers a unique opportunity to buy and sell on a real-time, programmatic basis with unique data at scale, has experienced strong metrics and a positive response from advertiser clients in its first month of operation.
The Millennial Media Exchange is the first product launched through a partnership between Millennial Media and AppNexus. The two companies came together to create the largest premium mobile ad exchange available in the market. Through the exchange, Millennial Media offers access to a broad sub-section of its inventory, including premium and long-tail publishers.
MMX has experienced rapid growth since launch. The client base includes ad networks, DSPs and mobile developers and publishers. Millennial Media is adding mobile web inventory to the MMX, which will further increase the availability of premium inventory through the exchange.
“Our early buys on MMX show extremely strong click through rates,” said Evan Schwartz, CEO and co-founder of ActionX, the mobile customer acquisition and retargeting platform focused on driving mobile commerce. "Based on those metrics, we are expanding our buys on MMX and we look forward to driving more mobile transactions for our retail clients in the key holiday season.”
MMX is now live in the UK, Germany, France, Italy, and Spain. Further expansion into additional countries in Europe, as well as Latin America and the Asia Pacific region, will follow in early November 2013.
“We’re thrilled with the early response to our premium mobile exchange,” said Mollie Spilman, EVP Sales and Marketing at Millennial Media. “Our clients are consulting with us to make buying decisions based on their unique goals -- full service, programmatic or a mix of both. Based on our results, we accelerated our international roll-out plans, and look forward to introducing this opportunity to our clients in Europe, Latin America and Asia in the 4th quarter.”
About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. The company's success is built on its unparalleled data & technology, strong partnerships with global media and application developers, and trusted relationships with the world's top brands.
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