Millennial Media has completed the acquisition of mobile supply-side platform (SSP) and programmatic platform Nexage.
This combination will allow Millennial to bring ad dollars from hundreds of demand sources and thousands of advertisers to its network of 60,000-plus applications and mobile sites around the globe.
“The entire industry is facing a programmatic shift. Advertisers and publishers are moving toward automated channels to buy and sell measurable media. said Michael Barrett, President & CEO at Millennial Media.
“The reaction we received from advertisers, publishers, and partners has been overwhelmingly positive. We are excited to formally welcome the Nexage team into the Millennial Media family.”
Nexage will become the core of Millennial Media’s Platform business, run by Matt Gillis, president of platforms. This platform business includes monetisation solutions for publishers and developers globally and advanced programmatic buying capabilities to meet the needs of all buying in mobile today. It also includes a data management platform (DMP) that allows marketers to reach targeted audience at scale throughout the ecosystem and leverage first-party, third-party, and CRM data.
“Millennial plays a crucial role as a fair, independent and proactive network partner. Their technology is reliable and their account management team is incredibly focused on supporting our business needs” said Ben Webley, VP of Ad Monetisation and Operations at Zynga.
“We have been partners for many years and are pleased to see them build even stronger programmatic capabilities.”
In addition, with the close of the transaction, former CEO of Nexage, Ernie Cormier, has joined Millennial Media’s Board of Directors.