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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Interpublic Group – Millennial Media ::: Epura – BBDO México ::: ICBC Argentina – Starcom ::: Oddka – Room23 :::

Interpublic Group – Global 

ipg-Interpublic Group and Millennial Media, an independent company that operates a mobile advertising platform, have announced a 1-year worldwide strategic alliance, which includes all digital, marketing, creative services and media agencies .

Cadreon, the automated buying central platform of IPG Mediabrands, will be integrated into Millennial Media’s programmatic offering.

Epura – México

BBDO-BBDO has won Epura account, following a competitive pitch. From now on, the company will be responsible for the communication strategy of the brand that is part of GEPP Group, which also owns Pepsi.

To handle the account the agency has grouped a team led by Leticia Garcia in the customer service group; Ricardo Lopez, account supervisor and Marco Davila, in strategic planning. Creativity will be led by Luis Ribó, Creative VP, Ariel Soto, group Creative Director.

ICBC – Argentina

icbc-Following an agency pitch, ICBC bank in Argentina has chosen Starcom to handle media. ICBC Argentina was born in 2012, after from the merger of Standard Bank Group with ICBC.

The pitch, which lasted several months, brought together leading media agencies.

 

Oddka– Argentina

vodka-Pernod Ricard has released Oddka, the new line of Polish vodka brand Wyborowa, including a classic vodka and three varieties: Electricity, Apple Pie and Twisted Melon.

Agency Room23 was chosen for the strategic management of social networks of this new brand, which seeks to convey its essence on Facebook, Twitter and Instagram.

What: Mobile engament in Latin American countries is changing how advertisers are approaching soccer fans, Especially now that watching a game on television is simply one of the many ways fans can follow their favourite teams.
Why it matters: 72 per cent of the region’s population uses a mobile phone. Overall mobile phone users are  growing at a rate of  three per cent annualy,while  smartphone users are expected to grow at seven times that rate, according to eMarketer. Out of that percentage , Android devices account for 72 per cent of growth in impressions and iOS for 22 per cent.

fifa-world-cup-2014-theme-uccw-189355-1-s-307x512The 2014 FIFA World Cup has already started. 32 teams are competing in Brazil until crowning a new champion on July 13th in Rio de Janeiro.

Zac Pinkham, Managing Director EMEA at mobile advertising firm Millennial Media, spoke about his expectations on how mobile will change the FIFA World Cup in Brazil.

Unlike any other event in the world, the 2014 FIFA World Cup gathers people around televisions at home, in bars, and out in the streets at all hours of the day to watch their favorite teams play. Pinkham says that as we now live in a mobile-first world, watching a game in real-time on television is just one of many ways fans can follow their favourite teams.

Not to mention, that soccer apps accounted for 59 per cent of impressions from sports applications according to Millenial Media 2013 Q3 Mobile Mix report.

World cup host Brazil accounts for 19 per cent of all impressions in sports apps in Latin America, and this is likely to increase as the World Cup develops. These top ten countries impressions come mainly from both Android and iOS devices.

Aware of this, FIFA has created the Global Stadium section of its website to aggregate real-time content for each of the 64 games in the tournament for mobile fans.

zp

Soccer brings people together, and so does mobile. When you combine the two, you get a global mash-up of connectivity.

Latin America mobile trends and engagement

According to eMarketer, 72 per cent of the region’s population uses a mobile phone. While mobile phone users are estimated to grow at a rate of three per cent, smart phone users are expected to grow at seven times that rate choosing mostly:

  • Android devices, which account for 72 per cent of impressions
  • Followed by iOS at 22 per cent.

1

The top three countries for smart phone impressions are Mexico, Brazil and Argentina, while Mexico, Brazil and Colombia are the top three in tablet impression. In all, smartphones account for 77 per cent of Latin American impressions and tablets account for 15 per cent.

Pinkhma says there is a correlation between population size and total impressions, although some smaller countries have high mobile engagement rates.

  • Costa Rica and the Dominican Republic are in Millenial media´s top ten impression list, while they do not belong to the top 10 countries ranked by population.
  • Guatemala and Cuba are in the top ten for population, but not impressions.
  • Mexico accounts for 28 per cent of all Latin American impressions
  • Mexico is followed by Brazil at 25 per cent. Interestingly Brazil’s population (202 million) is almost twice the size of Mexico’s (120 million).

World Cup Focus Millennial Media 2

Android devices account for 73 per cent of impressions in Brazil, while 19 per cent are from iOS devices. BlackBerry has a five per cent market share in Latin America (down from a nine per cent in Q1 2013), and Windows only one per cent. Colombia leads the region in impressions from BlackBerry devices (30 per cent), as opposed to Chile, which sees the fewest BlackBerry impressions. In this country, 78 per cent of impressions come from Android and 20 per cent come from iOS, combining for 98 per cent of market.

Still, nothing is certain about the way soccer fans engage with mobile. A Millennial Media infographic on the 2013 UEFA Champions League Final showed peaks in mobile usage before (24 per cent) and after (49 per cent) games, but not during the actual playing time.

Millennial Media suggest smart advertisers should focus on determining how they can engage and interact with fans. The Mexico vs Brazil match, scheduled on June 17th, is the perfect opportunity to put a tactic in practice as these countries are heavyweights in Latin American mobile traffic.

Source: Millennial Media

What: Technology company AppNexus has announced a new partnership with mobile leader Shazam and the evolution of its partnership with Millennial Media.
Why it matters: As Its mobile business has grown more than 500 percent in the last year, based on ad spendAppNexus aims to consolidate its programmatic mobile inventory. To make this happen it needs the help from supply partners like Millenial Media and now Shazam, to deliver that inventory.

descargaAppNexus, the technology company that provides trading solutions and powers marketplaces for Internet advertising, is growing stronger in mobile. The company has announced a new partnership with mobile leader Shazam and the new developments in its partnership with Millennial Media during its second European Summit.

“AppNexus is a mobile company,” said AppNexus Chief Executive, Brian O’Kelley.”We have a long history in desktop and are still deeply committed to that medium, but mobile is where the industry is heading and we’ve placed a huge bet on that opportunity. Partnering with Millennial Media and Shazam validates us as the clear frontrunner in programmatic mobile, and the incredible increase in mobile volume and ad spend on our platform are further proof points.”

Today AppNexus is one of the largest source of programmatic mobile inventory.  Its mobile business has grown more than 500 percent in the last year, based on ad spend. 
 

The number of mobile-sized ads and campaigns targeted to mobile supply in the system has grown 10 times over in the last year, with 65,000 campaigns currently running through AppNexus, Magna Global reports. According to this study , 68% of mobile display was traded programmatically and it is estimated to rise to 88% by 2017.

To deliver premium high-quality mobile inventory to buyers Appnexus needs to work with supply partners such as Millenial Media and Shazam.

Millennial Media Exchange, a mobile exchange powered by the AppNexus platform, was launched in 2013.Its’ Executive Vice President, Global Sales & Operations, Mollie Spillman said: “We are very optimistic about the growth opportunity of the programmatic mobile market in EMEA. Our market research shows that EMEA provides a massive opportunity for our two companies to unlock demand in the region at an automated scale that no one can provide in the market today.”

Shazam, one of the world’s most-downloaded apps and a mobile-first premium publisher, is now leveraging AppNexus’s yield management and ad quality tools for monetization, brand protection and preventing channel conflict. This App is also purchasing through the AppNexus platform using first and third-party data segments for targeting.

“AppNexus has given Shazam the flexibility to manage our existing preferred partnerships with its industry-leading inventory controls and seamless integration with data providers, as well as work with new buyers who want to take advantage of our premium supply, ” said Shazam Senior Vice President, International Advertising Sales, Miles Lewis.

What: Technology company AppNexus has announced a new partnership with mobile leader Shazam and the evolution of its partnership with Millennial Media.
Why it matters: As Its mobile business has grown more than 500 percent in the last year, based on ad spendAppNexus aims to consolidate its programmatic mobile inventory. To make this happen it needs the help from supply partners like Millenial Media and now Shazam, to deliver that inventory.

descargaAppNexus, the technology company that provides trading solutions and powers marketplaces for Internet advertising, is growing stronger in mobile. The company has announced a new partnership with mobile leader Shazam and the new developments in its partnership with Millennial Media during its second European Summit.

“AppNexus is a mobile company,” said AppNexus Chief Executive, Brian O’Kelley.”We have a long history in desktop and are still deeply committed to that medium, but mobile is where the industry is heading and we’ve placed a huge bet on that opportunity. Partnering with Millennial Media and Shazam validates us as the clear frontrunner in programmatic mobile, and the incredible increase in mobile volume and ad spend on our platform are further proof points.”

Today AppNexus is one of the largest source of programmatic mobile inventory.  Its mobile business has grown more than 500 percent in the last year, based on ad spend. 
 

The number of mobile-sized ads and campaigns targeted to mobile supply in the system has grown 10 times over in the last year, with 65,000 campaigns currently running through AppNexus, Magna Global reports. According to this study , 68% of mobile display was traded programmatically and it is estimated to rise to 88% by 2017.

To deliver premium high-quality mobile inventory to buyers Appnexus needs to work with supply partners such as Millenial Media and Shazam.

Millennial Media Exchange, a mobile exchange powered by the AppNexus platform, was launched in 2013.Its’ Executive Vice President, Global Sales & Operations, Mollie Spillman said: “We are very optimistic about the growth opportunity of the programmatic mobile market in EMEA. Our market research shows that EMEA provides a massive opportunity for our two companies to unlock demand in the region at an automated scale that no one can provide in the market today.”

Shazam, one of the world’s most-downloaded apps and a mobile-first premium publisher, is now leveraging AppNexus’s yield management and ad quality tools for monetization, brand protection and preventing channel conflict. This App is also purchasing through the AppNexus platform using first and third-party data segments for targeting.

“AppNexus has given Shazam the flexibility to manage our existing preferred partnerships with its industry-leading inventory controls and seamless integration with data providers, as well as work with new buyers who want to take advantage of our premium supply, ” said Shazam Senior Vice President, International Advertising Sales, Miles Lewis.

Foto Alberto PardoPortada interviewed Alberto Pardo, CEO of AdsMovil, about the company’s status after its agreement with Millennial Media and the creation of Millennial Media Exchange (MMX), following Millenial Media’s partnership with AppNexus. Pardo also talked to us about the state of mobile advertising in Latin America, particularly in Mexico.

Translated by Candice Carmel

Portada: What is your business arrangement with Millennial Media?

Alberto Pardo: Adsmovil has a strategic alliance with Millennial Media to market their inventory, coupled with their technology support, in all countries of Latin America.

Portada: What does each side bring to the table?

Alberto Pardo: Millennial brings six years of experience in the most developed mobile industry in the world, along with its inventory, agreements with its own publishers, and technology. We bring our local knowledge and sales in each country [in the region].

Portada: Which brands are you bringing these advertising solutions to in Latin America?

Alberto Pardo: Mainly large advertisers such as Coca Cola, Ford, Nestlé, and Unilever, to name a few.

Portada: And in Mexico?

Alberto Pardo: Interjet, Nestlé, Banamex, General Motors, and Nokia, to name a few.

Portada: What is the state of mobile advertising development in Latin America, and in Mexico in particular?

Alberto Pardo: It is currently in full growth. 2013 has been a defining year for the industry, as several brands are starting to see mobile as an essential communications tool. Mexico is the most developed market in Latin America, ahead of Brazil and Argentina. In Mexico, there is wide acceptance of our products and we will continue to invest very strongly there, because Mexico is, without a doubt, the largest market in the region.

Mexico is the most developed market in LatAm for mobile advertising. More than Brazil and Argentina.

Portada: How does the U.S. Hispanic market compare? Or are they completely different markets?

Alberto Pardo: They are very different markets, as [overall] smartphone penetration in the United States is 60% – and 49% among Hispanics – whereas in Mexico, the figure is 30-32%. Data consumption and smartphone use varies greatly between the U.S. and Latin America, because in the United States, mobiles are also used to make purchases, while in Latin America everything related to m-commerce is very recent and still in its infancy.

The U.S. Hispanic and LatAm mobile markets are very different

Portada: What strategies do you recommended for creating pan-regional mobile advertising campaigns?

Alberto Pardo: Although one has to think regionally when creating pan-regional campaigns, communications should be adapted to each market, taking into account each country’s peculiarities.

Portada: What are Adsmovil’s plans for 2014?

Alberto Pardo: In 2014, we want to consolidate [our foothold] in Mexico, Brazil, and the United States.

On the agreement between Millennial Media and AppNexus, and the creation of the Millennial Media Exchange (MMX):

Portada: How will AdsMovil’s inventory in Latin America be represented in the new ad network?

Alberto Pardo: Our inventory will be represented in the form of audiences, using our coverage in the region.

Portada:  In what USH ad-exchanges is Adsmovil’ inventory represented?

Alberto Pardo: None. The Adsmovil inventory in the U.S. Hispanic market is premium, and premium companies usually put their unsold inventory “blind” on exchanges. Adsmovil is 100% transparent and sells only premium inventory in the U.S. Hispanic market.

Portada: How important are ad exchanges for AdsMovil sales?

Alberto Pardo: Very important, since much of our inventory in Latin America is received through exchanges.

Portada: There are still many barriers in the development of mobile advertising ad exchanges (standardization, etc.). How do you see this changing in time?

Alberto Pardo: There are many barriers. The main one is publishers’ lack of knowledge in this area, and the other is the short supply of exchanges in the region. Surely this will change as the business develops and continues to grow. Personally, I feel that publishers continue to think in terms of online, rather than mobile. The same holds true for many brands, which still view mobile as an emerging medium. This trend will be reversed in the coming years, since brands are starting to venture into mobile, albeit still slowly.

Personally, I feel that publishers continue to think in terms of online, rather than mobile

Portada: Did anything change or will anything change with the arrival of Victor Kong at Adsmovil?

Alberto Pardo: Victor is a great support to Adsmovil today. He leads Cisneros Interactive, the corporate business unit that groups all digital initiatives of the Cisneros Group focusing on Digital Advertising and Electronic Commerce. Adsmovil is part of Cisneros Interactive, and is an independent company that counts the Cisneros Group among its shareholders. As President of Cisneros Interactive, Victor is channeling all of his efforts and knowledge into growing the digital business-related companies owned by the group.

Alberto Pardo has 15 years of experience in the Internet, Internet marketing, e-commerce and online advertising fields. He is the founder and Chief Executive Officer (CEO) of AdsMovil, a Latin America and the U.S. Hispanic market mobile advertising network owned by Cisneros Interactive. Pardo is also founder and current President of the Colombia Chamber of Electronic Commerce.

Foto Alberto PardoPortada interviewed Alberto Pardo, CEO of AdsMovil, about the company’s status after its agreement with Millennial Media and the creation of Millennial Media Exchange (MMX), following Millenial Media’s partnership with AppNexus.

Translated by Candice Carmel

Portada: What is your business arrangement with Millennial Media?

Alberto Pardo: Adsmovil has a strategic alliance with Millennial Media to market their inventory, coupled with their technology support, in all countries of Latin America.

Portada: What does each side bring to the table?

Alberto Pardo: Millennial brings six years of experience in the most developed mobile industry in the world, along with its inventory, agreements with its own publishers, and technology. We bring our local knowledge and sales in each country [in the region].

On the agreement between Millennial Media and AppNexus, and the creation of the Millennial Media Exchange (MMX):

Portada: How will AdsMovil’s inventory in Latin America be represented in the new ad network?

Alberto Pardo: Our inventory will be represented in the form of audiences, using our coverage in the region.

Portada:  In what USH ad-exchanges is Adsmovil’ inventory represented?

Alberto Pardo: None. The Adsmovil inventory in the U.S. Hispanic market is premium, and premium companies usually put their unsold inventory “blind” on exchanges. Adsmovil is 100% transparent and sells only premium inventory in the U.S. Hispanic market.

Portada: There are still many barriers in the development of mobile advertising ad exchanges (standardization, etc.). How do you see this changing in time?

Alberto Pardo: There are many barriers. The main one is publishers’ lack of knowledge in this area, and the other is the short supply of exchanges in the region. Surely this will change as the business develops and continues to grow. Personally, I feel that publishers continue to think in terms of online, rather than mobile. The same holds true for many brands, which still view mobile as an emerging medium. This trend will be reversed in the coming years, since brands are starting to venture into mobile, albeit still slowly.

Personally, I feel that publishers continue to think in terms of online, rather than mobile

Latin America

Portada: Which brands are you bringing these advertising solutions to in Latin America?

Alberto Pardo: Mainly large advertisers such as Coca Cola, Ford, Nestlé, and Unilever, to name a few.

Portada: And in Mexico?

Alberto Pardo: Interjet, Nestlé, Banamex, General Motors, and Nokia, to name a few.

Portada: What is the state of mobile advertising development in Latin America, and in Mexico in particular?

Alberto Pardo: It is currently in full growth. 2013 has been a defining year for the industry, as several brands are starting to see mobile as an essential communications tool. Mexico is the most developed market in Latin America, ahead of Brazil and Argentina. In Mexico, there is wide acceptance of our products and we will continue to invest very strongly there, because Mexico is, without a doubt, the largest market in the region.

Mexico is the most developed market in LatAm for mobile advertising. More than Brazil and Argentina.

Portada: How does the U.S. Hispanic market compare? Or are they completely different markets?

Alberto Pardo: They are very different markets, as [overall] smart phone penetration in the United States is 60% – and 49% among Hispanics – whereas in Mexico, the figure is 30-32%. Data consumption and smart phone use varies greatly between the U.S. and Latin America, because in the United States, mobiles are also used to make purchases, while in Latin America everything related to m-commerce is very recent and still in its infancy.

The U.S. Hispanic and LatAm mobile markets are very different

Portada: What strategies do you recommended for creating pan-regional mobile advertising campaigns?

Alberto Pardo: Although one has to think regionally when creating pan-regional campaigns, communications should be adapted to each market, taking into account each country’s peculiarities.

Portada: What are Adsmovil’s plans for 2014?

Alberto Pardo: In 2014, we want to consolidate [our foothold] in Mexico, Brazil, and the United States.

Portada: How important are ad exchanges for AdsMovil sales?

Alberto Pardo: Very important, since much of our inventory in Latin America is received through exchanges.

Portada: Did anything change or will anything change with the arrival of Victor Kong at Adsmovil?

Alberto Pardo: Victor is a great support to Adsmovil today. He leads Cisneros Interactive, the corporate business unit that groups all digital initiatives of the Cisneros Group focusing on Digital Advertising and Electronic Commerce. Adsmovil is part of Cisneros Interactive, and is an independent company that counts the Cisneros Group among its shareholders. As President of Cisneros Interactive, Victor is channeling all of his efforts and knowledge into growing the digital business-related companies owned by the group.

Alberto Pardo has 15 years of experience in the Internet, Internet marketing, e-commerce and online advertising fields. He is the founder and Chief Executive Officer (CEO) of AdsMovil, a Latin America and the U.S. Hispanic market mobile advertising network owned by Cisneros Interactive. Pardo is also founder and current President of the Colombia Chamber of Electronic Commerce.

What: Millennial Media and AppNexus signed a strategic partnership to create a new premium mobile exchange called Millennial Media Exchange, or MMX.
Why is it important: This move represents the relevance of mobile marketplace for customers worldwide. Mobile strategies need to become more focused, smart and fast.

By means of a press release issued Tuesday, September 17, mobile ad network Millennial Media announced it had partnered with renowned New-York based ad-tech company AppNexus, and created Millennial Media Exchange (MMX), which is presented, as sources such as WSJ reported, as the world’s largest premium mobile advertising exchange.

The deal, as AdExchanger says, will lend AppNexus some much needed scale in the mobile arena, because until recently, its core business was traditional display advertising, although under the lead of CEO Brian O’Kelley it had already embraced a more aggressive approach regarding its mobile strategy.

Moreover, as Business Insider‘s Jim Edwards says, this move is a solid indicator that “the mobile ad-tech space is consolidating fast into a handful of big players” (Twitter, for instance, recently acquired mobile ad exchange MoPub). Thus, MMX will bring about a mobile marketplace that will surpass the one offered via Google. (As a matter of fact, Millenial recently partnered with Cisneros Adsmovil so as to extend its platform to Latin American markets).

AppNexus’ clients will have access to Millennial Media’s sales inventory and to the Jumptap’s real-time bidding, “programmatic” buying platform it recently acquired. Mollie Spilman, Millenial’s EVP and CMO, said that this strategic partnership will be a “catalyst” for bringing “programmatic to mobile in a premium and scalable way.”

In the end, the goal is to let clients move faster with mobile, and AppNexus, as Spilman says, will “enable all the buying and selling of mobile inventory that the market has been waiting for.” In other words, as Business Insider puts it, a huge array of buyers will be combined with a huge array of sellers.

Forbes reports that Millennial Media went public last year as a mobile ad network involved in direct sales of ad inventory on smartphones and tablets, and now the MMX partnership represents the company’s ongoing shift to bet on “programmatic” (automated) advertisement buying and selling on mobile. Although neither company expects to earn major revenue from the exchange until next year, they both hope that their partnership will encourage more spending on the quickly bought and sold programmatic ads we mainly see these days in the form of ads for gaming, dating and other types of mobile applications.

“When a large, premium advertising company and a leading technology provider come together, it accelerates the market into rapid expansion. Our partnership with Millennial Media will unlock their scale, high quality supply and unique data to ignite the mobile marketplace”, said Brian O’Kelley.

What: Millennial Media and AppNexus signed a strategic partnership to create a new premium mobile exchange called Millennial Media Exchange, or MMX.
Why is it important: This move represents the relevance of mobile marketplace for customers worldwide. Mobile strategies need to become more focused, smart and fast.

By means of a press release issued Tuesday, September 17, mobile ad network Millennial Media announced it had partnered with renowned New-York based ad-tech company AppNexus, and created Millennial Media Exchange (MMX), which is presented, as sources such as WSJ reported, as the world’s largest premium mobile advertising exchange.

The deal, as AdExchanger says, will lend AppNexus some much needed scale in the mobile arena, because until recently, its core business was traditional display advertising, although under the lead of CEO Brian O’Kelley it had already embraced a more aggressive approach regarding its mobile strategy.

Moreover, as Business Insider‘s Jim Edwards says, this move is a solid indicator that “the mobile ad-tech space is consolidating fast into a handful of big players” (Twitter, for instance, recently acquired mobile ad exchange MoPub). Thus, MMX will bring about a mobile marketplace that will surpass the one offered via Google. (As a matter of fact, Millenial recently partnered with Cisneros Adsmovil so as to extend its platform to Latin American markets).

AppNexus’ clients will have access to Millennial Media’s sales inventory and to the Jumptap’s real-time bidding, “programmatic” buying platform it recently acquired. Mollie Spilman, Millenial’s EVP and CMO, said that this strategic partnership will be a “catalyst” for bringing “programmatic to mobile in a premium and scalable way.”

In the end, the goal is to let clients move faster with mobile, and AppNexus, as Spilman says, will “enable all the buying and selling of mobile inventory that the market has been waiting for.” In other words, as Business Insider puts it, a huge array of buyers will be combined with a huge array of sellers.

Forbes reports that Millennial Media went public last year as a mobile ad network involved in direct sales of ad inventory on smartphones and tablets, and now the MMX partnership represents the company’s ongoing shift to bet on “programmatic” (automated) advertisement buying and selling on mobile. Although neither company expects to earn major revenue from the exchange until next year, they both hope that their partnership will encourage more spending on the quickly bought and sold programmatic ads we mainly see these days in the form of ads for gaming, dating and other types of mobile applications.

“When a large, premium advertising company and a leading technology provider come together, it accelerates the market into rapid expansion. Our partnership with Millennial Media will unlock their scale, high quality supply and unique data to ignite the mobile marketplace”, said Brian O’Kelley.

Join us at PORTADA Mexico!

Millennial Media Inc. is looking to expand in Latin America with acquisitions ” to take advantage of a steadily growing mobile advertising market”, according to Reuters.

Paul Palmieri, CEO of Millennial Media, told Reuters the company is interested in expanding into Argentina, Brazil and Mexico.

“Mexico and Brazil each have such a substantial number of smartphones that it’s absolutely exploding down there. And the percentage of smartphone penetration in Argentina is hot,” Palmieri said.

Millennial Media helps mobile developers and advertisers to focus on smartphones, tablets and other mobile devices. The company is an independent mobile advertising network.

According to Reuteurs, Millennial Media “also faces competition from real-time bidding platforms and companies that are a single point of contact for desktop, mobile, and social advertising”. “Shares of ValueClick Inc, an online marketing services firm that also provides real-time bidding platforms, have climbed 54 percent over the past year while Millennial shares have dropped 50 percent.”

Palmieri also said the company is looking for add this platform to its exchange capability to offer ad buyers the opportunity to buy ad space by RTB.

 

Millennial Media Inc. is looking to expand in Latin America with acquisitions ” to take advantage of a steadily growing mobile advertising market”, according to Reuters.

Paul Palmieri, CEO of Millennial Media, told Reuters the company is interested in expanding into Argentina, Brazil and Mexico.

“Mexico and Brazil each have such a substantial number of smartphones that it’s absolutely exploding down there. And the percentage of smartphone penetration in Argentina is hot,” Palmieri said.

Millennial Media helps mobile developers and advertisers to focus on smartphones, tablets and other mobile devices. The company is an independent mobile advertising network.

According to Reuteurs, Millennial Media “also faces competition from real-time bidding platforms and companies that are a single point of contact for desktop, mobile, and social advertising”. “Shares of ValueClick Inc, an online marketing services firm that also provides real-time bidding platforms, have climbed 54 percent over the past year while Millennial shares have dropped 50 percent.”

Palmieri also said the company is looking for add this platform to its exchange capability to offer ad buyers the opportunity to buy ad space by RTB.