Millennial Media Inc was incorporated under the laws of the State of Delaware on May 30, 2006. It is an independent mobile advertising platform company. It offers advertisers audience reach, targeting capabilities and deliver rich and engaging ad experiences to consumers on their mobile connected devices. The Company's proprietary technology and data platform, known as MYDAS, determines in real-time which ad to deliver, to whom and when, with the goal of optimizing the effectiveness of advertising campaigns regardless of device type or operating system. It helps developers and advertisers remove complexity from mobile advertising. It provides tools and services to developers that allow their apps to display banner ads, interactive rich media ads and video ads from its platform. By partnering with it, developers gain access to advertising campaigns from advertiser clients as well as smaller performance-based advertisers. Through its mMedia portal, developers can download and integrate its software development kits, or SDKs, into their apps at no cost to them. The Company offers developers sophisticated reporting and analytics through an integrated dashboard on its mMedia portal, which includes comprehensive ad revenue generation reports for their apps across all major mobile operating systems. It offers all developers support through its mMedia portal, as well as various webinars, blogs and, in some cases, support from account managers. It has 72 issued patents, including U.S. and international. The Company is subject to U.S. and foreign laws and regulations that are applicable to companies engaged in the business of advertising on mobile devices. The Company is also subject to privacy and data protection laws.