Millennial Media, Inc. provides mobile advertising solutions to advertisers and developers. As of December 31, 2013, the company’s platform reached approximately 600 million monthly unique users worldwide, including approximately 170 million monthly unique users in the United States alone. Approximately 50,000 apps and mobile sites are enabled by their developers to receive ads delivered through its platform, and the company delivers ads on approximately 9,000 different mobile device types and models. Millennial Media Solution Solutions for Developers: The company offers developers solutions that help them promote and distribute their applications. Its solutions provide developers with insights into their user base along with data to help them enhance their applications and their business. Tools for App Developers: The company provides a turn-key solution for developers. Through its mMedia portal, developers can download and integrate its software development kits, into their applications at no cost to them. The company also offers developers ad serving capabilities, mediation tools and access to its exchange, MMX, which, together, allow developers to allocate ad requests among various advertising campaign sources, including ads the developers sell themselves, ads generated through us directly, and ads from third party demand side platforms, agency trading desks and third party networks. Data and Analytics: The company offers developers reporting and analytics through an integrated dashboard on mMedia portal, which includes comprehensive ad revenue generation reports for their apps across all major mobile operating systems. Services The company offers all developers support through its mMedia portal, as well as various webinars, blogs and, in some cases, support from account managers. It then uses the insights gained from interactions with developers to enhance the tools provided to full developer base. Solutions for Advertisers The company offers advertisers the opportunity to reach and engage with their target audiences across mobile devices and screens. The company also enables advertisers to gain insights into the performance of their ad campaigns and to manage their campaigns with a view to maximizing return on their advertising investment. The company’s solutions are designed to address the needs of large brand advertisers and advertising agencies, as well as performance-based advertisers. The company also has a tier of clients that prefer to buy ads on platform through a programmatic or automated approach, buying through ad exchange, MMX, on a real-time bidded (RTB), basis. mmDSP: mmDSP is the company’s mobile-first DSP. Integrated with most major mobile supply side platforms and exchanges, mmDSP is also able to access inventory from developers directly and through MMX. MMX: MMX is a transparent marketplace, enabling advertisers to bid on individual ad impressions. A range of bidding parameters are available in MMX, enabling advertisers to target their campaign by specific criteria, including location, carrier, device ID, user IP address and developer information. Strategy The company’s objective is to be the strategic independent platform partner of choice for developers and advertisers wanting to capitalize on the large and growing mobile advertising opportunity. The following are the main elements of its strategy: innovating through continued investments in technology and data; deepening relationship with developers; increasing share of advertising budgets from existing advertisers; acquiring new developers and advertisers; increasing global market penetration; expanding partnership network with third party providers of tools and services; and continuing to provide trusted insight into the app economy. Intellectual Property The company has 72 issued patents, between the U.S. and internationally, and approximately 100 pending U.S. and international patent applications. The company owns a U.S. trademark registration for the Millennial Media trademark, the Jumptap trademark, the tapMatch trademark, the decktrade trademark, and the MYDAS trademark. It also owns a trademark registration for Millennial Media in Singapore and Japan and for Jumptap in Australia, Canada, the European Union, Israel, Japan, Malaysia, Mexico, Romania, South Korea, Switzerland, Taiwan, and Turkey, and with the World Intellectual Property Organization. In addition, the company owns a pending trademark application for Millennial Media in the European Union, as well as a pending application for Jumptap in Brazil, China, Russia, India, Indonesia, Saudi Arabia, and Singapore. Significant Events In November 2014, Interpublic Group and Millennial Media announced that they have entered into a yearlong global strategic partnership. Competition The company’s primary competitors are large advertising platforms offered by Google and Apple. It also competes with in-house solutions used by companies who choose to coordinate mobile advertising across their own properties, such as Facebook, Twitter, Yahoo!, and Pandora. History Millennial Media, Inc. was founded in 2006. The company was incorporated in the state of Delaware in 2006.
millennial media inc (MM:New York)
2400 Boston Street
Baltimore, MD 21224
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