MediaVest USA and mobile ad network Millennial Media have struck a partnership giving the agency access to Millennials' proprietary data set and the ability to beta-test new mobile ad technology with clients.
Specifically, MediaVest will be able to use the ad network’s “Audience Insight” reports, which enable brand advertisers to see how their campaigns performed across more than 600 difference audience categories. That means they can obtain results even for segments that are not directly targeted in a given campaign, but overlap with the intended audience.
For example, a campaign targeting “gadget geeks” might also include golf fans or business travelers. That information can be used to optimize mobile and digital ad efforts.
MediaVest clients such as The Coca-Cola Company, Comcast, Mondelez International, Microsoft and Procter & Gamble will have access to the full data suite on Millennial’s ad platform under the deal. As the company releases new technology offerings, these and other clients will serve as alpha and beta partners during testing.
Said Amanda Richman, president of digital at MediaVest: “By leveraging Millennial Media’s data sets, we can accelerate and validate the reach, engagement and ROI of mobile.”
Millennial collects data about users and campaign effectiveness from more than 38,000 sites and apps that run ads powered by its platform. It delivers billions of ads each month across 7,000 different device types.
The information gathered includes app usage, location data and previous interaction with ads. With this data, Millennial says it has developed more than 300 million user profiles on an anonymous basis.