WaveMarket and Millennial Media Announce Location-Aware Advertising Initiative

CTIA WIRELESS 2009, LAS VEGAS, NV, APRIL 1, 2009 – WaveMarket, a leader in mobile location-based platforms and applications, and Millennial Media, the largest and fastest-growing mobile advertising network in the U.S., today announced that the two companies are collaborating to deliver scalable location-based services to advertisers in 2009.

The solution is being cheered by privacy advocates because it requires explicit end-user opt-in before Millennial Media can access the end user’s location—and the end user can revoke permission at any time. Since their original deployment in 2007, Millennial Media’s unique identification capabilities have provided significant value to brand advertisers through frequency capping, which ensures that an advertiser’s potential reach is maximized without overexposing their desired audience. Adding the capability to locate a particular user where they are with ―street corner‖ accuracy just adds another dimension to Millennial Media’s already powerful suite of targeting capabilities.

In addition, with the integration of a trusted and secure platform such as Veriplace™, consumers will know that their location will be protected and not misused in any such way. Furthermore, users will have the added value of obtaining contextually relevant advertising that will be the most meaningful and effective for both them and the advertiser. Veriplace™ is based on the same commercially-proven security and privacy solutions used in WaveMarket’s industry-leading Family Locator products already available on tens of millions of mobile phones. It provides WAP, Web, SMS, widget and mobile application developers access to a user’s location—as long as the user grants access.

The platform empowers the user by offering tools to protect his or her location data regardless of the technology used to locate them, while unlocking LBS opportunities for carriers and developers. Users are able to grant or revoke location permission at any time via the Veriplaceâ„¢ website or mobile website, and they can view a complete history of which applications have located them at any time.

As with all Veriplace application partners, the Millennial Media location-aware solutions will require that the user explicitly opt-in to sharing location data before accessing that user’s location. ―LBS-based advertising is gaining momentum providing significant opportunities for marketers worldwide,‖ said Mike Wehrs, CEO and president of the Mobile Marketing Association (MMA). ―Our consumer best practices provide the industry with guidelines that promote the best possible consumer experience, ensuring the privacy of each opted-in individual.

The MMA supports its members in the development of this maturing marketplace as it matures and becomes widespread.

About Millennial Media, Inc.
Millennial Media is the industry’s leading mobile media networks company – leveraging its quality advertising networks and extensive reach of the lucrative “millennial” audience to define the mobile advertising industry. With Millennial Motion rich media for engaging user experiences, the MBrand network for targeted audiences across premium content and Decktradeâ„¢ for performance-driven campaigns, Millennial Media has the solution designed to 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 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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