Millennial Media released its June SMART report this morning. As usual it's "chock-a-block" full of data. I'll point to a few of the things that interest me. You can get the entire report here.

All data are based on Millennial's network and not necessarily representative of the broader mobile Internet. 

The company cites Nielsen data for the proposition that the mobile Internet in the US is now 77 million people. The company asserts that it can reach to 81% of that audience.

Here are Millennial's top DMAs (by ad requests): 

1. LOS ANGELES, CA
2. DALLAS, TX
3. HOUSTON, TX
4. PHOENIX, AZ
5. SACRAMENTO, CA
6. SAN FRANCISCO, CA
7. CHICAGO, IL
8. FRESNO, CA
9. SAN ANTONIO, TX
10. HARLINGEN, TX
11. NEW YORK, NY
12. TAMPA, FL
13. ATLANTA, GA
14. LAS VEGAS, NV
15. ALBUQUERQUE, NM

The fact that "HARLINGEN, TX" is ahead of "NEW YORK, NY" is suggestive of the idea that the company's network is not synonymous with the mobile Internet per se.

This month's SMART report focuses on the entertainment vertical (one of Millennial's top 3) and its campaign tactics. I'm not going to drill into those numbers. Rather I'll show Millennial's list of the top verticals:

Millennial shows that almost 60% of its campaigns are national, with "broad reach." However of the 41% that are targeted; the top two strategies are geo and demo targeting. When the audiences get large enough these layers will be married for geo + demo + other. But geo can also be a proxy for demographic targeting in the right circumstances.