Measurement is useless without context, scale and a goal. For advertisers, the true goal of selling a product,is usually disconnected from the ad itself in multiple ways. With the traditional siloed approach to media spending, the biggest challenge is understanding which ads worked and where to reinvest. Cross-screen attribution allows us to confirm when an ad served on a mobile device was viewed by the same consumer who made a purchase on a PC. In this segment of Decoded, we focus on one of the most exciting applications of cross-screen technology: the ability to attribute the value of an action on one device to the display of an ad on another.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.