Punctuating a bustling Wednesday morning for mobile advertising news, Millennial Media is capturing its fair share of the headlines today with a juicy announcement of its own.
Millennial Media has just confirmed the availability of the Millennial Media Exchange – or MMX.
MMX is touted as the world’s largest premium mobile advertising exchange, providing advertisers and developers a unique opportunity to buy and sell on a real-time, programmatic basis with unique data at scale.
From this morning’s announcement:
Millennial Media’s MYDAS platform and breadth of audience and premium inventory, combined with powerful and customizable technology from AppNexus will enable advertisers to buy mobile inventory more efficiently and in a programmatic fashion.
The Millennial Media and AppNexus strategic partnership will also significantly enhance reach and performance for advertisers, creating a ‘must buy’ source of inventory across devices.
“By adding the industry-leading technology of AppNexus to the existing RTB exchange foundation that we have already built and acquired, the MMX will leapfrog existing solutions in the market and unlock tremendous value for our partners,” says Paul Palmieri, Chairman and CEO of Millennial Media. “Our full ad tech stack will be one of the most powerful in the digital advertising industry, with further innovations already under development.”