Cross-Screen Ads Bridge the Gap Between Mobile and Desktop
Popular mobile advertising platform Millennial Media is growing its Millennial Media Exchange platform (MMX), as the company has unveiled a new set of targeting features as well as announced the program’s expansion into 20 new countries.
MMX, which was launched through a partnership with AppNexus and enables advertisers and developers to buy and sell in real-time, first launched in September 2013. Since its launch, MMX has seen success in the United States, parts of EMEA, Latin America and Asia. Now, Millennial Media is expanding MMX to 20 more countries, including India, the Russian Federation, Saudi Arabia, Israel, Switzerland, the United Arab Emirates and Austria.
In addition to MMX’s expansion, Millennial Media has launched a new set of targeting features that aim to provide brand and performance advertisers increased transparency and control over their mobile ad campaigns. Included in the new targeting features is the ability to reach consumers across both desktop and mobile devices. Millennial Media couples with AppNexus’ targeting identifiers, which allows advertisers to purchase impressions and run cross-screen campaigns in the same way they previously purchased display impressions. This multi-screen offering helps bridge the gap between mobile and desktop, which reduces inefficiencies that can occur with running separate mobile and desktop campaigns.
“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.”
It is also important to note that MMX is offering precise inventory packaging opportunities, including content and channel targeting, private marketplaces and customizable audiences. Through content and channel targeting, for example, advertisers can align their brand with high quality content that matches specific audiences’ interests and/or demographics, including automotive, entertainment, games, news and social. Plus, the roll out of private marketplaces gives advertisers access to premium mobile sites and apps with greater transparency.
“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.”