DoubleClick Mobile Integrates with Mobile Ad Networks

Integration Enables both Direct and Indirect Revenue Streams for Mobile Publishers

New York, NY, April 30, 2008 – DoubleClick, a premier provider of digital marketing technology and services, today announced that DoubleClick Mobile, the company’s advertising delivery system for mobile devices, is integrating with mobile ad networks including AdMob, Google’s AdSense™ for mobile, and Millennial Media’s premium MBrand network as well as its Decktrade™ performance network. This upgrade helps mobile publishers fill more of their available inventory and ultimately earn more revenue.

“This integration is a great example of how DoubleClick is working with key industry players to bring value to publishers by enhancing the liquidity of mobile display inventory,” said Ari Paparo, group product manager for DoubleClick products. “We believe that the ability to sell mobile inventory directly and indirectly will provide mobile advertisers with more options, ultimately leading to better monetization for publishers.”

Now, publishers using DoubleClick Mobile can sell mobile display inventory indirectly, through automated access to one or more networks of mobile advertisers. Publishers, of course, can continue to sell directly as they have always done. DoubleClick Mobile provides an accurate view of what inventory is available to sell, what has been sold directly and what has been filled by ad networks. By managing inventory across direct and indirect channels, DoubleClick Mobile helps publishers better monetize their mobile web content.

DoubleClick Mobile is part of the DoubleClick Revenue Center, which enables media sellers to manage their display campaigns in tandem with emerging platforms, such as mobile advertising, in a single location.

“Both brand and performance advertisers are using our MBrand and Decktrade networks to reach their mobile advertising goals,” said Paul Palmieri, president and CEO of Millennial Media. “Our integration with DoubleClick Mobile makes it possible for publishers to accept ads from Millennial Media’s deep roster of leading advertisers while preserving their ability to sell directly.”

“AdMob is always eager to extend our engineering investments in mobile advertising relevance and optimization to new platforms,” said Omar Hamoui, AdMob’s founder and CEO. “We are excited that DoubleClick’s clients will now be able to join over 4000 existing AdMob publishers in leveraging AdMob’s ad liquidity and mobile specific ad serving technologies.”

About the DoubleClick Revenue Center

The DoubleClick Revenue Center is a comprehensive suite of solutions for media sellers designed to maximize revenue and minimize operational friction throughout the digital ad sales process. Today’s DoubleClick Revenue Center starts with DoubleClick’s DART ad serving platform, and can be expanded to include automated optimization technology, support for rich media and emerging platforms like video and mobile, sales and financial workflow tools, and an advertising exchange. Leading publishers are adopting these solutions to maximize yield on their inventory and increase the efficiency and visibility of their sales process.

About DoubleClick Inc.

DoubleClick is a premier provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, mobile, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Learn more at www.doubleclick.com.

About Millennial Media, Inc.

Millennial Media, the largest and fastest growing mobile advertising networks company in the U.S., offers the only true, end-to-end platform for mobile advertising – with full-service and self-service solutions designed to meet a vast spectrum of marketing objectives. With rich post-click solutions for engaging user experiences, the MBrand™ network for targeted audiences across premium content, and Decktrade™ for large-scale performance campaigns, Millennial Media´s suite of solutions will meet any advertising need. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. For more information, please visit http://www.millennialmedia.com or follow us on Twitter at www.twitter.com/millennialmedia.

Media and Analyst Inquiries
Erin (Mack) McKelvey
VP of Marketing
443 992 4193 (o)
443 878 5673 (m)
mack@millennialmedia.com

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