After talks earlier this year, Millennial Media has now been fully taken over by AOL, in a deal worth $248m. The acquisition represents a boost for AOL’s One platform. Adding Millennial Media’s mobile expertise enables mobile-first and app marketers to tap into new opportunities on AOL One.
Bob Lord, President, AOL Platforms, says:
“The acquisition of Millennial Media boosts our global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers. It also adds an incredibly talented team of mobile-first experts, many of whom will take on leadership and integral roles at AOL Platforms.”
The combination of the two platforms creates programmatic opportunities across 800m active profiles, 700m monthly users, 65,000 apps and 20 third-party data partner integrations. For clients, the open mobile platform puts cross-screen analytics, attribution and monetisation into one place.
In addition, nine Millennial Media executives will be joining AOL Platforms in technology sales, product and operations leadership roles.