NEWS24 February 2010
US— Mobile analytics firm TapMetrics has been bought by mobile advertising network Millennial Media.
Financial terms of the deal have not been disclosed.
TapMetrics’ software analyses application usage and behaviour, helping developers to manage sales and revenue. Millennial will now be able to offer more detailed analytics to its clients, including technical information on device types and software versions, competitive ratings and analysis of online buzz and reviews.
The two companies said they share an approach of serving developer needs “regardless of mobile platform”.
Millennial is estimated by IT and telecoms researcher IDC to have brought in gross advertising revenue of $35m last year, giving it a US market share of 12%.