Millennial Media Debuts New Mobile Media Planning Tool

Industry-leading solution enables company to provide agencies and advertisers with the ‘perfect mobile audience’ for a maximum return on advertising investment

BALTIMORE, MD, April 1, 2008 – Millennial Media, the industry’s leading cross-platform mobile advertising company, today announced the release of its new mobile audience-building tool. Designed and powered by Millennial Media, the web-based solution combines multiple data sources to provide an actionable, targetable media plan based on audience composition, composition index, available impressions, and potential reach by site, device and carrier for any defined target audience.

The data sources include trusted third-party research, handset user data, carrier data, internal survey data, consumer behavioral data, publisher registration data and more. The resulting audience can be defined based on industry defined segmentation, such as age, gender, household income, education, ethnicity, family size, etc.

“This mobile audience-building tool takes the confusion and guesswork out of mobile media planning,” said Eric Eller, SVP of products and marketing for Millennial Media. “It enables our team to generate detailed media plans based on a client’s or agency’s strategy and objectives, including demographic targets, reach goals, desired frequency, budget, and impressions. It’s truly the ideal tool for developing and responding to RFPs.”

The mobile audience builder, while similar to online media planning, incorporates mobile-centric data to deliver more effective targeting, including highly specific and granular demographic data provided by mobile website, device, and carrier segmentation.

About Millennial Media, Inc.
Millennial Media, the largest and fastest growing mobile advertising network 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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