Millennial Launches Mobile Audience Solution in the UK

Millennial CEO Paul Palmieri at this morning's London launch eventMillennial Media has launched its Mobile Audience Solutions (MAS) offering in the UK, following its launch in the US 18 months ago.

Millennial CEO, co-founder and president, Paul Palmieri, unveiled the solution to the press this morning at an event which is ongoing, with an agency launch to follow this afternoon.

The solution relies on aggregated data gathered from Millennial’s network, which as Palmieri pointed out, embraces 45bn ad impressions per month, from a monthly audience of 380m users, across 7,000 device types, and 38,000 apps, plus the mobile web.

Millennial has partnered with TRUSTe to protect consumer's privacy. Each ad served through the MAS offering features a small AdChoices icon, which the consumer can click if they wish to opt out of the targeted campaign.

Location plays a big part in the new offering. As Palmieri explained it, if a device’s location identifies a consumer as visiting a garage forecourt on several occasions, it can be assumed that they are in the market for a new car, so of interest to automotive advertisers. (But if they visit the same forecourt every day, it can also be safely assumed that they work there, so not.) If data from the same device also reveals that they are in London during the week, and Sandbanks (an exclusive part of the UK Riviera) at the weekend, a certain degree of affluence can also be implied, making them of interest to high value automotive advertisers.

MAS launches in the UK with more than 50 audience types, identified by a combination of data pertaining to their location, interests, and social graph. Typical examples include Movie Buffs, Auto Intenders, Avid Shoppers, Casual Gamers, Expectant Mums and Fashionistas.

MAS is a full-service solution, and Palmieri confirmed that advertisers pay a premium for the impressions, with the inventory sold on a CPM (cost per thousand) basis.  “The richer the data and the richer the ad, the higher the price you pay for it,” Palmieri said.