Millennial Media Expands Media Exchange to 20 More Countrys
Published on: 6th Mar 2014
The mobile advertising agency Millennial Media has 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.
Since its launch in September 2013, MMX has been available in the USA and parts of EMEA, Latin America and Asia.
MMX, launched out of a partnership between Millennial Media and AppNexus provides advertisers and developers the ability to buy and sell on a real-time, programmatic basis at scale.
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 bridging the gap between mobile and desktop.
"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.