Millennial Media Exchange Expands Footprint, Enables Audience Targeting Across Screens

  Millennial Media Exchange Expands Footprint, Enables Audience Targeting
  Across Screens

 In Partnership with AppNexus, World’s Largest Premium Mobile Ad Exchange Now
                    Available in APAC and 20 New Countries

Business Wire

BALTIMORE -- February 25, 2014

Millennial Media (NYSE: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.


Millennial Media
Christina Feeney, 617-301-4181
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