Millennial Media Inc.
), a leading mobile advertising and data provider, has recently
inked an agreement to acquire Metaresolver - a privately held
mobile media buying and targeting platform - for an undisclosed
amount. The all-cash transaction is expected to unlock
significant value for mobile advertisers and strengthen
Millennial Media's position in the market.
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San Francisco-based Metaresolver analyzes huge volume of data to
identify, segment, and target consumers for mobile media. The
company evaluates data through an industry-leading vetting
process to filter and segment consumers according to demographics
and psychographics to help advertisers target their brands to
relevant consumers. This in turn leads to focused advertisements
by companies, thereby, saving vital resources like money and time
by minimizing advertisement clutter.
Metaresolver was founded by industry pioneers who shaped mobile
media intelligence, mobile advertising and mobile content. The
company intends to cater to a wider audience by merging with
Millennial Media that reaches to an estimated 400 million monthly
unique users worldwide, including approximately 160 million in
the U.S. Post-acquisition, Metaresolver will continue to operate
from its home location.
Millennial Media expects to reap synergistic benefits from the
acquisition and augment its revenue amid increased competition in
the mobile ad segment. The company has developed about 350
million proprietary, anonymous user profiles and more than 39,000
apps operate on its platform. The company reportedly delivers
advertisements on more than 7500 distinct device types, out of
which almost 20% include non-phone devices like tablets and
gaming devices. The company intends to focus its development
efforts more on such devices in 2013, and the current acquisition
could be of immense significance in this regard.
Millennial Media presently has a Zacks Rank #3 (Hold), while its
rivals such as
Publicis Groupe SA
The Interpublic Group of Companies, Inc.
) carry a Zacks Rank #2 (Buy) each. Other notable company in the
industry that warrants a look includes
Omnicom Group Inc.