US: Millennial Media has partnered with Esri 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. Millennial Media has integrated Esri’s geographical information system (GIS) software into its product set.
Initially, Millennial Media will utilise Esri’s location-based data technology for the updated Point: Audience Location Advertising suite for location-based audience targeting.
“Millennial Media leverages big data to understand audience behaviours 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.
Len Ostroff, Senior Vice President, Business Development of Millennial Media said, “Working with Esri, we are expanding our opportunity to leverage location data so brands can think globally and act locally, with hyper-targeted precision.”
Source: Millennial Media