Millennial media to handle bulk of verizon's on-deck ads

Verizon Wireless signed with Millennial Media to sell and serve a large part of Verizon's banner and text ad stock list reaching the carrier's on-deck users. Verizon's remaining stock list will be sold by its own and other sales transmission channel.

To computer address different advertizer goals, Millennial Media will offer stock list across two of its networks. Its insurance premium content web, MBrand, delivers targeted audiences, while Decktrade better service performance-driven campaigns.

"For Verizon, they have entree to the two different pools of demand with the one spouse. This is important in achieving a mix�for the stock list," said Paul Palmieri, president and CEO of Millennial Media.

Both MBrand and DeckTrade primarily offer streamer and text link ad units. Stock list will be sold by Millennial's sales force as well as through the company's self service system.

Millennial views the chance with Verizon as significant, believing on-deck browsing activity represents more valuable ad feeling. "By partnering with person like Verizon, it allows us to get those feeling at the beginning of the user session," Palmieri said.