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.
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