AOL Buys mobile Marketer Millennial Media For Roughly $240 Million
purchase furthers AOL’s positioning as international programmatic chief.
This morning, AOL introduced that it used to be buying cellular advert platform Millennial Media for roughly $240 million. A deal had been rumored for the past couple of months as Millennial has struggled as a public firm.
in addition to solving issues for Millennial, the deal provides the Verizon-owned AOL larger programmatic reach into cellular. more commonly, it puts Verizon squarely in the mobile-merchandising trade, something the company was once unable to achieve on its own previous to the AOL acquisition.
in step with the click unlock, AOL achieves the next pluses from the deal:
- a leading provide-facet platform for app monetization with more than 65,000 apps to its publisher suite of offerings
- a major cellular model promoting scale across ONE with the aid of AOL
- get right of entry to to roughly 1 billion global energetic distinctive users and powerful addressable and cross-monitor concentrated on capabilities
- [An enhanced] mobile position in key international markets, including Singapore, Japan, the uk, France and Germany
- World-class engineering, gross sales and product ability who focus on mobile
knowledge aggregator and forecaster eMarketer has said that cellular advert spending will surpass pc spending this year, attaining simply over $30 billion, while personal computer advert spending will be just under $28 billion. The agency argues laptop advert spending “peaked” in 2013.
cellular advert revenues are far more focused than personal computer advert spending. indeed, global cell ad revenues are dominated with the aid of six or seven US-based corporations, including Google, fb, Twitter, Yahoo, AOL (now) and a couple of others.
cellular is projected to capture more than two-thirds of all digital advert spending within four years. show merchandising is surpassing search income in mobile, and programmatic would be the major way that cell stock is bought and bought. hence the deal, which is predicted to close this autumn.
As is ceaselessly the case, an enormous phase acquisition like this might trigger extra shopping for process or consolidation as main networks and systems making an attempt to compete to reach greater scale and smaller systems put themselves into play.
(Some photography used underneath license from Shutterstock.com.)
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