Interpublic and Millennial Media Partnering Globally to Deliver Data-Driven Mobile Solutions

Interpublic Group (NYSE: IPG) and Millennial Media (NYSE: MM) announced today that they have entered into a yearlong global strategic partnership. As part of the agreement, IPG agencies and their clients will be eligible for greater efficiencies, custom research, access to Millennial Media’s robust and scalable mobile data capabilities, and a first look at the mobile advertising platform’s new products. The partnership, led by IPG Mediabrands, the global media holding company of Interpublic Group, includes all IPG creative, digital, marketing services and media agencies.

This collaboration will leverage the full power of mobile real-time bidding (RTB) technology, delivering superior targeting and retargeting, programmatic inventory and private marketplaces. IPG Mediabrands central automated buying platform Cadreon will be integrated with Millennial Media’s programmatic offerings. This global agreement with Millennial Media marks another significant step forward for IPG Mediabrands’ automation agenda.

“We are adopting mobile programmatic technology as an effective way to bring scale to our clients’ investments,” said David Cohen, Chief Investment Officer, UM and President, Global Partnerships, MAGNA GLOBAL. “Through our collaboration with Millennial Media, we will be able to leverage contextual, behavior and location data to truly enhance consumer targeting across devices, while using automation for user acquisition and for retargeting consumers.”

“The industry is facing a programmatic shift. According to a recent Millennial Media study, roughly 75% of advertisers are buying programmatically - 57% of which are doing so on mobile,” said Carrie Seifer, SVP, Global Strategy at Millennial Media. “Needless to say, we’re making significant investments in helping to accelerate the innovation in our industry and are thrilled to be partnering with IPG at this time in the market. Both companies understand the unique balance of media, technology and people to bring our clients the most exceptional offerings available.”

To kick off the new relationship, Millennial Media and IPG's full-service mobile agency Ansible recently released a joint report, titled, Moms & Mobile – Are We There Yet?. Findings from the extensive study provide mobile marketers key insights to better understanding the mobile and cross-screen behaviors of millennial moms and how brands can better program their integrated strategies to win this growing market. View the full report here.

About Interpublic

Interpublic Group is one of the world's leading organizations of advertising agencies and marketing services companies. Major global brands include BPN, FCB (Foote, Cone & Belding), FutureBrand, Golin, Huge, Initiative, Jack Morton Worldwide, Lowe and Partners, MAGNA GLOBAL, McCann, Momentum, MRM//McCann, Octagon, R/GA, UM and Weber Shandwick. Leading domestic brands include Avrett Free Ginsberg, Campbell Mithun, Carmichael Lynch, Deutsch, Hill Holliday, ID Media, Mullen and The Martin Agency. For more information, please visit www.interpublic.com.

About IPG Mediabrands

We were founded by Interpublic Group in 2007 to manage all of its global media related assets. Today that means we manage and invest $37 billion in global media on the behalf of our clients, employ over 7,500 diverse and daring marketing communication specialists worldwide and operate company businesses in more than 130 countries.

A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay for performance and digital innovation solutions through its network of media agencies including UM, Initiative, BPN, ORION Holdings and ID Media. Its roster of specialty service agencies, including MAGNA GLOBAL, Ansible, Mediabrands Audience Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity offer technologies and industry moving partnerships that are recognized for delivering unprecedented bottom line results for clients.

For more information, please visit our website at www.ipgmediabrands.com or follow us on Twitter at @IPGMediabrands.

About Millennial Media

Millennial Media is the leading independent mobile ad platform company, supporting the world’s top brands and mobile content providers. The company's unique data and technology assets enable its clients to connect with their target audiences as they move across screens, media, and moments. Millennial Media drives meaningful results at scale through a diverse suite of products fueled by innovation and the industry's smartest minds. For more information, visit www.millennialmedia.com.