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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in