Millennial Media and Action Engine partner on ads in-application

by: admin Wednesday, July 9th, 2008

Mobile ad network Millennial Media Inc. has partnered with Action Engine to integrate mobile advertising into downloadable applications according to a report on Mobile Marketer.

Millennial Media will incorporate Action Engine’s in-application Mobile Advertising Engine technology into its MBrand network. Action Engine’s mobile ad technology allows wireless carriers and content publishers to run mobile ads in offline pages found within downloadable mobile applications.

The Action Engine Mobile Advertising Engine offers users a database system for caching ads in offline mobile device screens and rotating them on a scheduled basis. The technology also tracks impressions when no network connection is available, according to Action Engine.

The ability to handle offline ad insertion and reporting is a roadblock removed in in-application and on-device advertising – a key attraction for Millennial Media.

The deal will let Millennial Media continue to support mobile ads in BREW, BlackBerry, Java and Windows Mobile applications through a package for inserting, rotating and tracking ads across a plethora of downloadable mobile applications.

“What it really provides to Millennial Media and our agency clients is additional consumer reach – a larger audience – [and] great brand content publishers and the opportunity for richer advertising,” said Eric Eller, senior vice president of product and marketing at Millennial Media, Baltimore, MD

Eller continued “we’re big believers in the 360 concept of advertising programs and typically that might involve the Web and mobile and traditional advertising and even within the mobile, this might involve the mobile Web, mobile messaging, mobile applications and there’s something really interesting happening with voice and getting celebrity calls. The other key component to this deal is that Action Engine works with Tier 1 publishers and we believe that content publishers will figure out ways of getting richer, more dynamic content out to users,” he said. “The iPhone makes that easier because of its full-featured browser.”

Source: Mobile Marketer