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Former Apple Executive and Burstly CTO Ben Widhelm Joins Millennial Media

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Millennial Media (NYSE:MM) , the leading independent mobile ad company, today announced that former Apple executive and Burstly CTO Ben Widhelm has joined the Company to lead the technical direction and execution of its data management platform (DMP). Millennial Media’s DMP is the place for internal buyers to execute audience buying, as well as the central hub for all Millennial Media data.

“Landing a person of Ben’s talent and caliber gives us a tremendous advantage in driving a leading, data-driven mobile ad solution to the market,” said Bob Hammond, CTO of Millennial Media. “Our DMP was created around a mobile-first experience, along with hardware identifiers. With our technology, we can ingest first party data, and deliver full cross-screen tracking and attribution solutions to agency clients. We will utilize Ben’s expertise and leadership to accelerate the cutting-edge development and commercialization of this critical piece of technology.”

Evolution of the DMP

As the move to automating advertising through data, intelligence and workflow permeates the industry, Millennial Media is investing significantly in its platform business. The Company’s DMP will be home to the company’s re-targeting and audience suite, but also contain location and cross-screen capabilities, including:

  • Focus – Seamless audience data activation, across multiple sources, for more accurate mobile targeting and increased ROI
  • Point – Access to the largest database of extremely accurate location signals via SDK integration and opted-in GPS location
  • Path – A mobile-first approach to connecting conversations across screens with pinpointed audiences, breakthrough creative and unified reporting
  • Echo – Re-engage consumers who have expressed interest and deliver a connected messaging strategy in the mindsets and moments that matter

“There are few companies that carry the breadth and weight with mobile roots like Millennial Media,” said Widhelm. “To help close the loop between desktop and mobile advertisers, the industry needs a mobile-first DMP. I’m excited to grow and evolve our DMP, while giving us the ability to enrich Millennial Media impressions across our sales teams as well as our own exchange.”

Prior to joining Millennial Media, Widhelm held a number of executive and technical positions for leading digital media and business-to-business technology companies. Most recently, he was chief technology officer (CTO) at mobile advertising company Burstly (acquired by Apple) – home of the popular testing and monetization apps, TestFlight and SkyRocket. Widhelm also held leadership positions at ElephantDrive, Vivendi Universal and TrafficMarketplace. Widhelm received a BS in Computer Science from the University of California Los Angeles.

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 www.millennialmedia.com.

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