Millennial Media, in partnership with AppNexus, launches world’s largest premium mobile ad exchange
BALTIMORE, Md. – Millennial Media (NYSE:MM) 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.
“Our full ad tech stack will be one of the most powerful in the digital advertising industry, with further innovations already under development.”
“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 theprogrammatic 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 http: www.millennialmedia.com.
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 www.appnexus.com.
