Millennial Media (NYSE:MM), the independent leader in mobile advertising, announced it has completed its acquisition of Jumptap. The acquisition further strengthens Millennial Media as it aims to redefine advertising using mobile as the foundation.
With the completed acquisition, Millennial Media will integrate Jumptap’s assets into the company’s existing technology platform, including cross-screen targeting, comprehensive third-party data assets, and advanced real-time bidding technology. Millennial Media’s enhanced position in the programmatic market now includes one of the most mature mobile DSP bidders (at over 1.5 billion bids per day), and one of the world’s largest mobile exchanges, MMX.
“With the acquisition of Jumptap, we are excited to extend our industry-leading mobile ad platform to better serve the needs of our brand and performance advertisers and intensify our innovation on their behalf,” said Paul Palmieri, Chairman and CEO, Millennial Media. “Jumptap’s assets are incredibly complementary to what we have built at Millennial Media, and our combined team will have the technology, products, and expertise to help define what the future of digital advertising can be – which undeniably has its foundation in mobile.”
Millennial Media’s strengths in brand advertising, supply side scale and international business will be complemented by Jumptap’s strengths in third-party data, cross-screen reach and programmatic buying. Jumptap has partnerships with more than 20 third-party data providers, and the new Millennial Media offering will have more than 480 million consumer profiles.
The acquisition strengthens the Millennial Media executive team and brings an influx of sales, engineering, and technology talent. Frank Weishaupt, Bob Hammond and Adam Soroca have all joined the Millennial Media senior executive team.