As part of the deal, MediaVest will gain unique access to Millennial Media’s proprietary data set, as well as the ability to beta-test new mobile advertising technology with its clients.
MediaVest will also gain access to Millennial Media’s “Audience Insight” reports, which provide data on the impact campaigns had on real-world consumer audience categories.
Amanda Richman, president of digital, MediaVest, said leveraging Millennial Media’s data sets will allow MediaVest to accelerate and validate the reach, engagement and ROI of mobile.
“MediaVest has been a leader in leveraging data and insights to drive ROI for their clients,” added Marcus Startzel, GM, North American, Millennial Media. “As agencies like MediaVest continue to invest in mobile technology, they will better position clients to capitalize on consumers' shift to media consumption through mobile channels.”