Millennial Media Unveils the Millennial Media Exchange (MMX), the First Large-Scale Premium Programmatic Offering in Mobile

  Millennial Media Unveils the Millennial Media Exchange (MMX), the First
  Large-Scale Premium Programmatic Offering in Mobile

   Millennial Media, in partnership with AppNexus, launches world’s largest
                          premium mobile ad exchange

Business Wire

BALTIMORE, Md. -- September 17, 2013

Millennial Media (NYSE:MM) today announced the availability of the Millennial
Media Exchange (MMX), the world’s largest premium mobile advertising exchange.
The MMX provides advertisers and developers a unique opportunity to buy and
sell on a real-time, programmatic basis with unique data at scale.

“By adding the industry-leading technology of AppNexus to the existing RTB
exchange foundation that we have already built and acquired, the MMX will
leapfrog existing solutions in the market and unlock tremendous value for our
partners,” said Paul Palmieri, Chairman and CEO, Millennial Media. “Our full
ad tech stack will be one of the most powerful in the digital advertising
industry, with further innovations already under development.”

Millennial Media’s MYDAS platform and breadth of audience and premium
inventory, combined with powerful and customizable technology from AppNexus
will enable advertisers to buy mobile inventory more efficiently and in a
programmatic fashion. The Millennial Media and AppNexus strategic partnership
will also significantly enhance reach and performance for advertisers,
creating a ‘must buy’ source of inventory across devices. In addition to the
programmatic selling of mobile inventory across the MMX, with Millennial
Media’s proposed acquisition of Jumptap, the company also plans to add one of
the largest programmatic buyers of mobile exchange-based impressions.

“In April, we made a commitment to solve the challenges that have kept mobile
from reaching its full potential,” said Brian O’Kelley, CEO, AppNexus. “When a
large, premium advertising company and a leading technology provider come
together, it accelerates the market into rapid expansion. Our partnership with
Millennial Media will unlock their scale, high quality supply and unique data
to ignite the mobile marketplace.”

For publishers and developers, the new exchange will yield superior results,
greater control, and improved monetization opportunities exceeding what other
platforms, publishers, and exchanges have been able to provide.

The MMX is immediately available to a select group of advertisers who have
already established MMX seats. More information about MMX seat integration and
bidding is available by registering at

About Millennial Media

Millennial Media is the leading independent mobile advertising and data
platform. Our technology, tools and services help app developers and mobile
website publishers maximize their advertising revenue, acquire users and gain
audience insights. Our platform also enables us to offer advertisers powerful
Mobile Audience Solutions (MAS) that utilize our significant scale,
sophisticated targeting and uniquely engaging creative capabilities to deliver
meaningful results for advertisers. Our full stack technology and services
platform provides advertisers with the most powerful set of tools and insights
available for delivering advertising across devices, while reaching over 450
million consumers worldwide.

About AppNexus

AppNexus, which offers the most powerful, open and customizable advertising
technology platform, serves the largest and most innovative buyers and sellers
of online advertising, including Microsoft Advertising Exchange, Interactive
Media (Deutsche Telekom) and Collective. Led by the pioneers of the Web’s
original ad exchanges at Yahoo!’s Right Media and Google’s DoubleClick,
AppNexus offers the industry’s most advanced technology platform that empowers
companies to build, manage and optimize their entire online advertising
businesses. Based in New York City, AppNexus is backed by an outstanding group
of investors including Technology Crossover Ventures, Microsoft, Venrock,
Kodiak Venture Partners, Tribeca Venture Partners, First Round Capital, Marc
Andreessen, Ben Horowitz, Ron Conway and Khosla Ventures. For more
information, visit

Additional Information and Where You Can Find It

Millennial Media, Inc. (“Millennial”) plans to file a proxy statement with the
Securities and Exchange Commission (the “SEC”) relating to a solicitation of
proxies from its stockholders in connection with a special meeting of
stockholders of Millennial to be held for the purpose of voting on the
issuance of the shares of Millennial common stock to be issued in connection
with the proposed acquisition of Jumptap, Inc. (the “Shares”). BEFORE MAKING

The proxy statement and other relevant materials, and any other documents
filed by Millennial with the SEC, may be obtained free of charge at the SEC’s
website at In addition, stockholders of Millennial may obtain
free copies of the documents filed with the SEC by contacting Millennial’s
Investor Relations department at (410) 522-8705, or Investor Relations,
Millennial Media, Inc., 2400 Boston Street, Suite 201, Baltimore, Maryland
21224. You may also read and copy any reports, statements and other
information filed by Millennial with the SEC at the SEC public reference room
at 100 F Street, NE, Room 1580, Washington, D.C. 20549. Please call the SEC at
1-800-SEC-0330 or visit the SEC’s website for further information on its
public reference room.

Interests of Certain Participants in the Solicitation

Millennial and its executive officers and directors may be deemed to be
participants in the solicitation of proxies from the stockholders of
Millennial in favor of the proposed transaction. A list of the names of
Millennial‘s executive officers and directors, and a description of their
respective interests in Millennial, are set forth in the proxy statement for
Millennial’s 2013 Annual Meeting of Stockholders, which was filed with the SEC
on April 30, 2013, and in any documents subsequently filed by its directors
and executive officers under the Securities and Exchange Act of 1934, as

If and to the extent that executive officers or directors of Millennial will
receive any additional benefits in connection with the proposed transaction
that are unknown as of the date of this filing, the details of such benefits
will be described in the proxy statement and security holders may obtain
additional information regarding the interests of Millennial’s executive
officers and directors in the proposed transaction by reading the proxy
statement when it becomes available.

Forward-Looking Statements

This press release contains forward-looking statements, including those
regarding our proposed acquisition of Jumptap, Inc. and the integration of our
two businesses. These statements are subject to known and unknown risks,
uncertainties and assumptions, and if any such risks or uncertainties
materialize or if any of the assumptions prove incorrect, our actual results
could differ materially from those expressed or implied by such statements.
These risks and uncertainties include but are not limited to: the risk that
the proposed transaction may not be completed in a timely manner or at all;
the satisfaction of conditions to completing the transaction, including the
ability to secure regulatory approvals and approval by Millennial’s
stockholders; the risk that, even if it is completed, we may not realize the
expected benefits from the acquisition; and other risks described in
Millennial’s filings with the Securities and Exchange Commission, including
our Quarterly Report on Form 10-Q for the quarter ended June 30, 2013. These
documents are available on the ‘SEC Filings’ section of the Investor Relations
page of our website at All
forward-looking statements are based on information available to us as of the
date hereof, and Millennial does not assume any obligation and does not intend
to update any forward-looking statements, except as required by law.


Millennial Media, Inc.
Investor Relations
Joseph Wilkinson, 443-681-6238
Media Relations
Matthew Lindberg, 203-682-8214
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