In The News
Millennial Media President of Platform Matt Gillis discusses the balance of automation and human touch in his comparison of mobile programmatic and 3D printers.
Millennial moms are empowered by technology, finds a new study Millennial Media for mobile ad agency Ansible, and use several devices depending on their location.
A study into mothers aged 18-34 has found that they are 26 per cent more likely to use multiple devices every day than their male counterparts, and are in general more comfortable using mobile and juggling multiple devices.
Millennial moms tend to have higher rates of device ownership than average, with 85% having a smartphone and 43% a tablet in the U.S. Most are also employed full-time (53%), married (69%) and have a household income over $50,000.
In a reprise of their recent startup adventure, former Sociomantic CEO and AdMeld exec Jason Kelly will become "President of the Company’s Managed Media" as Millennial CEO Michael Barrett looks to re-create the programmatic magic of his AdMeld days which led to an eventual acquisition by Google.
Programmatic (or automated) buying and selling of ad space not only generates, but relies on data to help marketers get the most out of their ad dollars by increasing the efficiency and effectiveness of their buys. It’s how that data is analyzed, segmented and put to use that brings benefit to advertisers.
A few weeks ago, Street Fight caught up with Matt Tengler, SVP of product at Millennial Media, to talk about the way in which location figured into the company’s strategy, the impact location data could have on the broader digital advertising marketplace, and whether small business matters (yet) in mobile advertising.
“This announcement and deal with Nexage will allow us to more quickly navigate and win in the evolving mobile world with a true end-to-end mobile ad stack,” Marc Theermann, executive vice president of business strategy at Millennial Media, Boston. “Nexage has the right technology and capabilities for us to fulfill our vision in creating an open, full stack solution that lets us determine our own fate, control the flow of impressions, and operate an independent exchange."
Under the deal, Nexage’s real-time bidding tools and mobile Web and app inventory across publishers will be used to build out Millennial’s automated media buying and selling tools. Nexage works with publishers such as The Weather Channel, the NFL and Reuters.
The deal enhances Millennial's credentials as an independent programmatic platform connecting advertisers with mobile supply sources, including app developers and mobile web publishers, and will let it support a range of transaction types including public and private RTB auctions and programmatic-direct deals.