Powered by MYDAS Technology

Millennial Media’s MYDAS technology engine powers a full suite of mobile advertising tools and solutions for our developers, advertisers, and certified platform partners.

Through real-time optimization and data decisioning, MYDAS leverages unrefined user data and aggregates it into actionable audience profiles based on key behavior, location, and content trends. These profiles, when coupled with multiple layers of mobile-specific data, create highly-specific and targetable mobile audiences for advertisers.

Millennial Media runs thousands of mobile ad campaigns through MYDAS and delivers tens of billions of global ad impressions each month. For all ads that are run, MYDAS makes hundreds of real-time targeting decisions, ensuring that goals are met, and value is created for all parties involved.

Each time an ad call is placed, MYDAS pulls in real-time information to match an advertiser’s campaign with the correct audience across our developer partners’ applications. Advertisers achieve precisely-targeted campaigns and the revenue from these high-quality brand advertisers help mobile app developers monetize their inventory. Through our optimization solution, MYDAS gets more intelligent and provides better performance with each ad that we serve.