Millennial Media Destination

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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 through 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 will be sent to the destination for each user being added and removed. The property name will be the snake_cased version of the audience name you provide with a true/false value. For example, when a user first completes an order in the last 30 days, we will send an identify call with the property order_completed_last_30days: true, and when this user no longer satisfies we will set that value to false.

When the audience is first created an identify call is sent for every user in the audience. Subsequent syncs will only send updates for those users which were added or removed since the last sync.

Supported Sources and Connection Modes

The first step is to make sure Millennial Media supports the source type and connection mode you’ve chosen to implement. You can learn more about what dictates the connection modes we support here.

Web Mobile Server
📱 Device-mode
☁️ Cloud-mode

To learn more about about Connection Modes and what dictates which we support, see here.

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 SDK.


Segment lets you change these destination settings from your Segment dashboard without having to touch any code.


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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