Esri and Millennial Media Partner to Advance Data-Driven Modeling, Targeting and Analytics for Hyper-Local Mobile Advertising

  Esri and Millennial Media Partner to Advance Data-Driven Modeling, Targeting
  and Analytics for Hyper-Local Mobile Advertising

Independent Leaders in Spatial Analytics and Mobile Advertising Team to Drive
                    Greater Brand Relevance and Engagement

Business Wire

BALTIMORE -- June 5, 2014

Millennial Media (NYSE: MM) today announced a partnership with Esri, the world
leader in spatial analytics and mapping technology, to help improve a brand or
advertising agency’s ability to better target their audiences based on a
number of geographical and location data points. This announcement is an
important step in combining two independent leaders in adjacent technology
spaces that will ultimately deliver a better and more relevant experience
between advertiser and consumer.

Millennial Media has integrated Esri’s industry leading geographical
information system (GIS) software into Millennial Media’s product set.
Initially, Millennial Media will utilize Esri’s proprietary location-based
data technology for the updated Point: Audience Location Advertising suite for
location-based audience targeting (see related release). Esri’s demographic
data has been determined to be the most accurate across all geographies,
especially at smaller geographies that are more difficult to forecast.

“Millennial Media leverages big data to understand audience behaviors in part
based on the physical location data we provide, giving a unique and
differentiated offering to those brands that want to improve targeting of
audiences as they move between places,” said Jim Young, Business Development
Lead for Esri. “This new relationship demonstrates our combined leadership in
helping pinpoint audiences based on where they are at any given moment.”

“Incorrect location data can cost businesses and their brands billions of
dollars in lost sales,” said Len Ostroff, Senior Vice President, Business
Development of Millennial Media. “Working with Esri, we are expanding our
opportunity to leverage location data so brands can think globally and act
locally, with hyper-targeted precision. We are excited by our initial combined
work and look forward to expanding the relationship as we see new applications
to leverage their industry leading GIS solutions.”

About Millennial Media

Millennial Media is the leading independent mobile ad platform company,
supporting the world’s top brands and mobile content providers. The company's
unique data and technology assets enable its clients to connect with their
target audiences as they move across screens, media, and moments. Millennial
Media drives meaningful results at scale through a diverse suite of products
fueled by innovation and the industry's smartest minds. For more information,

About Esri

Since 1969, Esri has been giving customers around the world the power to think
and plan geographically. The market leader in GIS, Esri software is used in
more than 350,000 organizations worldwide including each of the 200 largest
cities in the United States, most national governments, more than two-thirds
of Fortune 500 companies, and more than 7,000 colleges and universities. Esri
applications, running on more than one million desktops and thousands of Web
and enterprise servers, provide the backbone for the world's mapping and
spatial analysis. Esri is the only vendor that provides complete technical
solutions for desktop, mobile, server, and Internet platforms. Visit us at

Esri, the Esri globe logo, GIS by Esri, ArcGIS,, and
are trademarks, registered trademarks, or service marks of Esri in the United
States, the European Community, or certain other jurisdictions. Other
companies and products mentioned herein may be trademarks or registered
trademarks of their respective trademark owners.

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Millennial Media
Christina Feeney, 617-301-4181
Brian Peterson, 909-793-2853, ext. 1283
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