NEWS26 February 2013

Millenial Media to buy Metaresolver

M&A North America

US — Mobile advertising and data platform Millennial Media is to buy San Francisco-based Metaresolver, a privately held mobile media buying and targeting platform, in an all-cash transaction.

Founded by Seamus McAteer (also the co-founder of mobile measurement firm M:Metrics) and Mike Rowehl, the Metaresolver platform analyses volumes of data to support mobile media buying for advertisers.

“The data available in mobile is unlike that of any other advertising medium,” said Paul Palmieri, president and CEO, Millennial Media. “Accurately gathering and categorising this data can be the difference between serving an ad that is relevant to a consumer and one that is not.”

The closing of the acquisition is subject to the satisfaction of various customary closing conditions. Once the deal is complete, the Metaresolver team will continue to be based in San Francisco.