Millennial Media, a mobile ad and data platform is looking to quickly expand its mobile ad technology with its purchase of JumpTap. JumpTap is a Boston based company that has been helping to innovate the mobile advertising industry for several years. Included in the purchase is the 62 patents and over 50 patent applications which are owned by the mobile advertising company. JumpTap also has partnerships in place with over 20 data providers, making it a valuable acquisition for Millennial Media.
CEO of Millennial Media, Paul Palmieri, said “With the acquisition of JumpTap, we are excited to extend our industry-leading mobile ad platform to better serve the needs of our brand and performance advertisers and intensify our innovation on their behalf.”
Millennial Media has a strong position in the programmatic market, which now includes one of the most established mobile DSP bidders, boasting over 1.5 billion bids per day and one of the biggest mobile exchanges, MMX.
No specifics on the amount Millennial Media has paid for JumpTap, or when any changes will take place, but this purchase will position Millennial Media well for the future of mobile marketing. Of course, mobile advertising is one of the most promising and fastest growing advertising fields out there, which also makes it quite competitive.
