• by Ben Frederick  @mp_benfred, August 13, 2015

Mobile engagement platform provider SITO Mobile has partnered with mobile marketplace Millennial Media for a campaign to drive foot traffic into stores for a State Lottery’s newest game– an instant win scratch off ticket.

The campaign used Deal ID on the Millennial Media Exchange, increasing CTR by 117%. Their mutual efforts also lifted win rates from 80.6% to 95.5%, an increase of 18%.

Deal ID is the unique number of an automated ad buy, allowing buyers and sellers to match individually based on criteria negotiated beforehand. Deal ID’s are essentially the automated version of an insertion order.

Targeting the "gaming enthusiast" segment, Millennial Media built a customized Deal ID according to SITO Mobile's requirements that bundled specific mobile apps and websites.

When dealing with gambling or liquor Deal ID allows more inventory and control of compliant publishers.

The news comes as a feather in the cap for New Jersey-based SITO Mobile, who recently rang the closing bell for the NASDAQ market. The company began trading on the NASDAQ Capital Market on Monday.

On the flip side, Millennial Media has been struggling.

The company confirmed on Tuesday that they are searching for a buyer. There was talk earlier in the year that AOL was considering purchasing Millennial Media, a rumor that has been neither confirmed nor denied by either party.