Millennial Media, one of the larger mobile ad companies, has joined with AppNexus to set up the Millennial Media Exchange, creating a mobile marketplace that, by one measure, would make it bigger than the one offered via Google, Business Insider reported. The move is yet another indicator that the mobile adtech space is consolidating fast into a handful of big players.
Millennial, which completed an initial public offering in 2012, recently bought Jumptap, an acquisition it claimed would put it on par with Google in market size for ads that show up in mobile apps.
AppNexus is one of the largest New York-based digital adtech companies. The deal marries AppNexus's ad buying clients with Millennial's sales inventory and its Jumptap buying platform.
"By adding the industry-leading technology of AppNexus to the existing RTB exchange foundation that we have already built and acquired, the MMX will leapfrog existing solutions in the market and unlock tremendous value for our partners,” Millennial CEO Paul Palmieri told Business Insider.
“Our full ad tech stack will be one of the most powerful in the digital advertising industry, with further innovations already under development,” he added.