NEWS24 February 2010

Mobile ad network Millennial buys TapMetrics

Data analytics M&A North America

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%.

@RESEARCH LIVE

1 Comment

10 years ago

It’s interesting to see Millennial Media fortifying its position as an independent outfit with rounds of funding and acquisitions such as this, when competitors like Quattro are selling out. If you'd like to know more about Millennial and what they do, there's a full profile with all the stats here: http://mobithinking.com/mobile-ad-network-guide - if anyone knows TapMetrics, we'd be interested in hearing more about them. editor (at) mobiThinking.com

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