Company name: Millennial Media
Where it's based: Baltimore, Md.
When it was founded: 2007
Year it was a Fierce 15: 2007
Why it was a Fierce 15: Millennial had a platform, MYDAS, that promised to solve an operator's dilemma when it came to having to use multiple platforms for mobile ads. MYDAS was to unify the fragmented mobile ad ecosystem, serving as a one-stop shop for all types of mobile advertising. Click here for more.
What has happened since it was awarded the Fierce 15: Millennial remains focused on the mobile ad market. The company is now targeting ad reach instead of ad impressions, and has experienced strong year-over-year growth, according to CEO Paul Palmieri. Further, Millennial is working with several unnamed Tier 1 U.S. carriers, but Palmieri said that carriers only make up about 10 percent of the company's impressions today. Now, the majority of Millennial's business is from media companies and the top 100 mobile websites.