Millennial Media Destination

Millennial Media quick info

Millennial Media accepts Track calls. If you reference it in the Integrations object, call it “Millennial Media”.

Millennial Media accepts cloud-mode data from all Segment source types. It does not offer device-mode connections.

Getting Started

You’ll need to map from the Segment event name to the Millennial Media Pixel ID in your Segment source’s Millennial Media Destination page.

Getting your Pixel ID

We built this destination off this documentation refer to that or let us know if you have any questions!


You can send computed traits and audiences generated using Segment Personas to this destination as a user property. To learn more about Personas, contact us for a demo.

For user-property destinations, an identify call is sent to the destination for each user being added and removed. The property name is the snake_cased version of the audience name, with a true/false value to indicate membership. For example, when a user first completes an order in the last 30 days, Personas sends an Identify call with the property order_completed_last_30days: true. When the user no longer satisfies this condition (for example, it’s been more than 30 days since their last order), Personas sets that value to false.

When you first create an audience, Personas sends an Identify call for every user in that audience. Later audience syncs only send updates for users whose membership has changed since the last sync.

Supported Sources and Connection Modes

Before you start, make sure Millennial Media supports the source type and connection mode you’ve chosen to implement. You can learn more about connection modes here.

Web Mobile Server
📱 Device-mode ⬜️ ⬜️ ⬜️
☁️ Cloud-mode

Segment offers an optional Device-based Connection Mode for Mobile data going to Millennial Media, so that you can use Millennial Media features that collect data directly from the mobile device. To do this, you must package the Segment-Millennial Media mobile SDK with the Segment mobile library.


Segment lets you change these destination settings from the Segment app without having to touch any code.

Setting Description
text-map, defaults to {}.

Millennial Media recognizes pixel ids, not custom events. When you analytics.track(event, properties) an event that represents a Millennial Media ad conversion, you’ll need to map the event name on the left to it’s corresponding Millennial Media pixel id on the right in the integration panel.

This page was last modified: 09 Jun 2020

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