Millennial Media Exchange (MMX) Launches in Europe

  Millennial Media Exchange (MMX) Launches in Europe

 One Month Post Launch, Traction in Market Leads to Accelerated International
                                Rollout of MMX

Business Wire

BALTIMORE -- October 28, 2013

Millennial Media (NYSE: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 mobilecustomer 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 4^th

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.


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