Esri and Millennial Media Partner To Advance Hyper-Local Mobile Advertising
Gail Chiasson, North American Editor
Millennial Media, Baltimore, has partnered with with Esri, Redlands, California-based company in spatial analytics and mapping technology, 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 software into Millennial Media’s product set.
Initially, Millennial Media will use Esri’s proprietary location-based data technology for the updated Point: Audience Location Advertising suite for location-based audience targeting . Esri’s demographic data has been determined to be most accurate across all geographies, especially at smaller geographies that are more difficult to forecast.
“Millennial Media leverages big data to understand audience behaviors, 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,” says Jim Young, business development lead for Esri. “This new relationship demonstrates our combined leadership in helping pinpoint audiences based on where they are at any given moment.”
“Incorrect location data can cost businesses and their brands billions of dollars in lost sales,” says Len Ostroff, senior vice- president, business development, Millennial Media. “Working with Esri, we are expanding our opportunity to leverage location data so brands can think globally and act locally, with hyper-targeted precision. We look forward to expanding the relationship with Esri as we see new applications to leverage their industry leading GIS solutions.”
Esri software is used in more than 350,000 organizations worldwide including each of the 200 largest cities in the United States, most national governments, more than two-thirds of Fortune 500 companies, and more than 7,000 colleges and universities. Esri applications, running on more than one million desktops and thousands of Web and enterprise servers, provide the backbone for the world’s mapping and spatial analysis.
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