Baltimore-based Millennial Media  has announced the expansion of the Millennial Media Exchange (MMX) to Europe, with additional expansion in the coming weeks to Latin America and Asia.
MMX, which provides advertisers and developers the opportunity to buy and sell on a real-time, programmatic basis with ‘unique’ data at scale, has experienced strong metrics and a positive response from advertiser clients in its first month of operation.
We’ll be watching this carefully because programmatic buying appeared to be a particularly controversial topic at the DPAA Summit  last week in New York, although it was DPb buys that were under discussion.
MMX is the first product launched through a partnership between Millennial Media and AppNexus . The two companies came together to create the largest premium mobile ad exchange available in the market. Through the exchange, Millennial Media offers access to a broad sub-section of its inventory, including premium and long-tail publishers.
MMX has experienced rapid growth since its launch. The client base includes ad networks, DSPs (demand side platform for digital ad buying) and mobile developers and publishers. Millennial Media is adding mobile web inventory to the MMX, which will further increase the availability of premium inventory through the exchange.
“Our early buys on MMX show extremely strong click through rates,” says Evan Schwartz, CEO and co-founder of ActionX , a mobile customer acquisition and re-targeting platform focused on driving mobile commerce. “Based on those metrics, we are expanding our buys on MMX and we look forward to driving more mobile transactions for our retail clients in the key holiday season.”
MMX is now live in the UK, Germany, France, Italy, and Spain. Further expansion into additional countries in Europe, as well as Latin America and the Asia Pacific region, will follow in early Nov., 2013.
Mollie Spilman, executive vice-president sales and marketing at Millennial Media, says, “Our clients are consulting with us to make buying decisions based on their unique goals: full service, programmatic or a mix of both. Based on our results, we accelerated our international roll-out plans, and look forward to introducing this opportunity to our clients in Europe, Latin America and Asia in Q4.”