Around the Net

AOL-Owned Millennial Teams Up With Rentrak To Offer TV Ad Retargeting In Mobile

AdExchanger's Kelly Liyakasa reports that Millennial Media, the mobile ad platform AOL acquired in September for $240 million, rolled out its first ad product under new ownership – TV Commercial Retargeting. The new ad product is backed by a partnership with Rentrak, which aggregates set-top box data across 25 million households, tapping into data sets from various cable and satellite providers. Through the new partnership, Millennial Media will be able to link Rentrak’s TV commercial viewership data with its own mobile user data anonymously through Millennial’s data management platform to surface a mobile video ad. Advertisers can add a rich media element, such as click-to-purchase an ecommerce item or locate a nearby store.

Read the whole story at AdExchanger »

Next story loading loading..