Millennial Media Completes Nexage Acquisition
Millennial Media is expanding its supply-side platform (SSP) capabilities with its completed acquisition of Nexage.
With the acquisition, Nexage will become the core of Millennial Media’s Platform business, which includes monetization solutions for publishers and developers as well as programmatic buying capabilities. Plus, Millennial Media can now source demand from more than 120 global networks, including the Facebook Audience Network, Google’s Admob, iAd, the Nexage/Millennial Media exchange and Millennial Media’s fully managed media business. The company also offers a data management platform (DMP) to marketers, and an exchange that allows hundreds of demand-side platforms (DSPs) and trading desks to buy ad impressions via programmatic direct, private exchange and open RTB auctions.
“The entire industry is facing a programmatic shift. Advertisers and publishers are moving toward automated channels to buy and sell measurable media, and Millennial Media is uniquely positioned to help them succeed. We cut our teeth as a full service network, so we understand the unique challenges of today’s mobile-centric publishers. Now, we have the technology and smarts to help them achieve those objectives with greater transparency and less friction,” 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.”