Esri and Millennial Media Partner to Advance Data-Driven Modeling, Targeting and Analytics for Hyper-Local Mobile Advertising

Independent Leaders in Spatial Analytics and Mobile Advertising Team to Drive Greater Brand Relevance and Engagement

BALTIMORE — (BUSINESS WIRE) — June 5, 2014Millennial Media (NYSE: MM) today announced a partnership with Esri, the world leader in spatial analytics and mapping technology, to help improve a brand or advertising agency’s ability to better target their audiences based on a number of geographical and location data points. This announcement is an important step in combining two independent leaders in adjacent technology spaces that will ultimately deliver a better and more relevant experience between advertiser and consumer.

Millennial Media has integrated Esri’s industry leading geographical information system (GIS) software into Millennial Media’s product set. Initially, Millennial Media will utilize Esri’s proprietary location-based data technology for the updated Point: Audience Location Advertising suite for location-based audience targeting ( see related release). Esri’s demographic data has been determined to be the most accurate across all geographies, especially at smaller geographies that are more difficult to forecast.

“Millennial Media leverages big data to understand audience behaviors in part based on the physical location data we provide, giving a unique and differentiated offering to those brands that want to improve targeting of audiences as they move between places,” said Jim Young, Business Development Lead for Esri. “This new relationship demonstrates our combined leadership in helping pinpoint audiences based on where they are at any given moment.”

“Incorrect location data can cost businesses and their brands billions of dollars in lost sales,” said Len Ostroff, Senior Vice President, Business Development of Millennial Media. “Working with Esri, we are expanding our opportunity to leverage location data so brands can think globally and act locally, with hyper-targeted precision. We are excited by our initial combined work and look forward to expanding the relationship as we see new applications to leverage their industry leading GIS solutions.”

About Millennial Media

Millennial Media is the leading independent mobile ad platform company, supporting the world’s top brands and mobile content providers. The company's unique data and technology assets enable its clients to connect with their target audiences as they move across screens, media, and moments. Millennial Media drives meaningful results at scale through a diverse suite of products fueled by innovation and the industry's smartest minds. For more information, visit

About Esri

Since 1969, Esri has been giving customers around the world the power to think and plan geographically. The market leader in GIS, Esri software is used in more than 350,000 organizations worldwide including each of the 200 largest cities in the United States, most national governments, more than two-thirds of Fortune 500 companies, and more than 7,000 colleges and universities. Esri applications, running on more than one million desktops and thousands of Web and enterprise servers, provide the backbone for the world's mapping and spatial analysis. Esri is the only vendor that provides complete technical solutions for desktop, mobile, server, and Internet platforms. Visit us at

Esri, the Esri globe logo, GIS by Esri, ArcGIS,, and are trademarks, registered trademarks, or service marks of Esri in the United States, the European Community, or certain other jurisdictions. Other companies and products mentioned herein may be trademarks or registered trademarks of their respective trademark owners.


Millennial Media
Christina Feeney, 617-301-4181
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Brian Peterson, 909-793-2853, ext. 1283
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