Millennial Media is buying its smaller rival mobile advertising rival Jumptap, as the firm looks to challenge Google’s mobile dominance.
The deal, valued at $200m, cements Millennial is the largest independent mobile ad network apart from Google.
Jumptap is a mobile advertising platform, which recently has taken a programmatic and mobile-first approach to reaching audiences.
It has an audience profile store with over 100 million unique, data-rich profiles, targeting through partnerships with more than 20 third-party data providers.
Millennial Media CEO and president Paul Palmieri said: “Millennial Media already runs one of the largest third-party digital media businesses, despite mobile being in its early stages.
Jumptap’s expertise in performance, cross-screen, real-time bidding and third-party data fit well with, and provide incremental scale to Millennial Media’s existing platform.”
According to a recent eMarketer analysis, Google held about 50 percent of both U.S. and global mobile ad market share in 2012, followed by the app-specific ad networks run by Facebook, Twitter, Pandora and YP. Millennial rounded out the bottom with 1.2 percent of the U.S. mobile ad revenues and less than 1 percent of global revenues.