ID Media Selects Millennial Media As Premier Mobile Advertising Partner

NEW YORK, NY, September 3, 2008 - ID Media, the largest direct and digital media services company in the U.S., has selected Millennial Media, Inc., the largest and fastest-growing mobile advertising company, to offer its direct-response advertisers a competitive advantage in achieving their mobile advertising objectives.

The partnership provides ID Media´s 70 clients with seamless access to Millennial Media´s extensive expertise, and economies of scale across the company´s best-in-class mobile advertising networks. Millennial Media manages the largest mobile advertising networks in the U.S., with over 1,200 sites comprised of the highest-quality content for both brand-focused and direct-response advertisers. The company´s suite of end-to-end mobile solutions includes mobile Web banner and rich-media advertising, interactive text messaging, streaming and downloadable video, coupon dissemination, and other related promotional advertising opportunities.

“We have achieved great success with ID Media to date, and trust their expertise and savvy in the media marketplace,” said Eric Eller, senior vice president of products and marketing at Millennial Media. “We are excited for the opportunity to bring all of their clients significant return on their mobile investment.”

“Our relationship with Millennial Media enables our clients to monetize multiple mobile strategies with a market leading expert,” said Josh Martin, vice president and director of emerging media at ID Media. “This preferred structure will help our clients reach mobile consumers confidently and effectively, and achieve highly-qualified results that will help propel their business forward into the future.”

About ID Media

ID Media helps leading advertisers profit in today’s fast-changing media marketplace The company, which is the largest direct and digital media services company in the country, delivers the best possible return on media investments because of its superior rates, research resources, and reporting systems. ID Media serves clients including American Express, CA, Johnson & Johnson, HBO, Kaiser Permanente, Nautilus, and Verizon from locations in New York, Chicago, and Los Angeles. ID Media is a subsidiary of the Interpublic Group (NYSE: IPG). For more information, please visit http://www.idmediaww.com

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