AOL acquires Millennial Media to bolster in-app and mobile smarts

Deal is valued at about US$250 million

AOL has acquired mobile ad tech platform, Millennial Media, for about US$250 million as it looks to bolster its in-app and mobile capabilities. After months of industry speculation, the company confirmed that it had entered into an agreement on 3 September to acquire US-based Millennial Media for $1.75 per share in common stock.

The deal comes four months after AOL was itself acquired by Verizon Communications for about $4.4 billion. In a statement, AOL said the acquisition will give it one of the world’s leading supply-side platforms for app monetisation with more than 65,000 apps, as well as bring in significant mobile engineering, sales and product talent to the business.

Under the agreement, Millennial will become a wholly-owned subsidiary of AOL. The company also expects the deal to accelerate its mobile position in a number of international territories including Singapore, Japan, UK, France and Germany, while giving it access to about 1 billion active unique users.

“As we continue to invest in our platforms and technology, the acquisition of Millennial Media accelerates our competitive mobile offering in One by AOL and enhances our current publisher offering with an ‘all in’ monetisation platform for app developers,” said AOL president, Bob Lord, in a statement. .

The platform smarts stemmed from several acquisitions made by AOL, including Adap.TV for video ads, and Gravity for personalising ads.

Millennial Media was founded in 2006 and has made its own acquisitions in recent years to strengthen its mobile programmatic ad assets, including mobile analytics firm, TapMetrics; mobile data startup, Condaptive; mobile real-time bidding startup, Metaresolver, mobile ad tech rival, Jumptap and mobile exchange player, Nexage. The company raised $130m during a 2012 IPO.

The acquisition caps off a busy few months for AOL as it seeks to establish the prowess required to compete with digital advertising stalwarts such as Google, Twitter and Facebook. In June, Microsoft handed AOL the reins to its digital advertising business in nine markets, a deal which also sees AOL use Bing to power search through its website.

Closer to home, AOL Platforms joined forces with Foxtel’s Multi Channel Network (MSN) in June to launch programmatic television inventory buying in Australia through a private exchange.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

I am seeking a loan in the amount of $ 90,000.00USD in an effort to consolidate all outstanding debt into one payment. I am trying to cle...

Angelina Marcus

Kmart turnaround chief to exit Wesfarmers, Target

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Latest Podcast

More podcasts

Sign in