Millennial Media is partnering with Rentrak to roll out a first-of-its-kind capability that lets TV advertisers retarget viewers on their mobile devices.
It is the the company's first offering since AOL's $238 million acquisition of the mobile ad network, which reaches 190 million unique users across more than 65,000 apps, in September.
"TV has become the big screen, and mobile is really the small screen," said Liza Blumenthal, vp sales, northeast at Millennial Media. "That presents an interesting challenge for marketers who have to reach consumers across all these different and newer screens."
Rentrak, which aggregates data across cable and satellite providers, will measure commercial viewership and pass along digital audiences to Millennial Media's data management platform. Millennial Media will then anonymously match those audiences with smartphone and tablet users. (Viewers often have their mobile devices with them when they're watching TV.)
Advertisers will be able to retarget viewers who've watched their TV ads but also those who've seen competitors' ads. Both types of campaign will be measured by Millennial Media's Foot Traffic and Brand Awareness studies to determine the true effectiveness of a multichannel campaign.
"Mobile has really become the second screen, and we're helping advertisers capitalize on that trend," said Blumenthal.