Mobile Advertising in Plain English

This week I met with Millennial Media, following its announcement of funding and a few details about its launch and operations. The company intends to remove the acronyms from the world of mobile advertising while building a network of publishers and roster of advertisers. The services include Millennial Marketplace, a network of mobile media properties; and Mydas, a cross-platform ad-serving technology. Of course when a mobile company says cross-platform, it means across the acronyms such as MMS, SMS, WAP, VOD, Brew, Java, and Flash. However you spell it, Millennial Media President and CEO Paul Palmieri said the company’s goal is to provide advertisers with channel advertising that’s repeatable rather than one-off trials on mobile platforms. Now the company’s not gunshy, but remains guarded about announcing publishers on the network and advertisers on board.

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