Millennial Media, in partnership with Rentrak, enables cross-platform advertising by matching TV commercials with viewers' smart devices.
We have already seen a platform that lets broadcasters engage viewers via multiple devices, including TV, smartphone, tablet and computer. Millennial Media is looking to take targeted mobile advertising to a new level by integrating TV commercials with users’ personal devices.
In partnership with Rentrak, a data analyst firm that monitors TV adverts, Millennial Media can anonymously match those who viewed TV ads with their various devices. This allows companies send targeted follow-up ads, videos or local sales locations directly to users. The platform can either be used for viewer reengagement, or for companies to push their own product when viewers have seen a competitor product on TV. Millennial Media, now owned by AOL, already use ad-blocker beating software.
As everything in the smart home becomes increasingly connected, could advertisers target consumers through their fridge or thermostat screens too?