Mobile ad firm Millennial Media buys Jumptap to help it fight Google

Mobile ad firm Millennial Media has agreed to acquire smaller mobile firm Jumptap for 24.6 million shares of Millennial, which is worth more than $200 million.

Millennial Media was one of the top 10 mobile advertising companies we recently spotlighted. The company is now the leading independent player in mobile advertising outside of Google.

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Adding the Boston-based Jumptap team and tech to Millennial’s portfolio will give it even more firepower to take on Google. Combined with Jumptap, Millennial says the combined entity “will deliver market-leading data, targeting, video, rich-media, cross-screen, programmatic bidding/buying, and measurement solutions.” Additionally, Jumptap has more than 100 million audience profiles on hand, 55 issued patents, and more than 50 pending patents.

“Millennial Media already runs one of the largest third-party digital media businesses despite mobile being in its early stages,” Millennial Media CEO Paul Palmieri said in a statement. “Jumptap’s expertise in performance, cross-screen, real-time bidding, and third-party data fit well with and provide incremental scale to Millennial Media’s existing platform.”

Millennial also recently acquired Metaresolver to help it with media buying and targeting, two areas it has been lacking in when it comes to fighting Google.