Millennial Media To Acquire Nexage For $107.5M

Sep 23rd, 2014 | By | Category: Ad Operations

To accelerate its leading position in mobile advertising, Millennial Media (NYSE: MM) today announced it has signed a definitive agreement to acquire Nexage for approximately $107.5 million in cash and stock, subject to certain adjustments. Based in Boston, privately held Nexage is a leading provider of Real-Time-Bidding (RTB) technology that helps to automate the buying and selling of mobile advertising.

“We are in a very exciting time right now as we help to build, educate and advance the role of RTB and programmatic solutions to advertisers, publishers, and developers,” said Michael Barrett, President and CEO of Millennial Media. “Our vision is to create a full-stack solution that enables us to open the flow of impressions, operate a leading independent exchange, and maximize the yield for our publishers. The opportunity to integrate Nexage’s programmatic technology with our deep roots and heritage in agency relationships will uniquely position us in this fast paced ecosystem. Together, our companies will be able to offer managed services for agencies and a complete set of programmatic tools for automated buyers. We are looking forward to having the Nexage team join our family as we continue to build the next generation of mobile advertising.”

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The proposed acquisition of Nexage underpins Millennial Media’s platform business in three key areas:

Increasing yield for publishers via expertise and scale

Nexage’s offerings will complement Millennial Media’s demand from agencies and advertisers with a complete programmatic marketplace. Nexage’s marketplace includes:

A leading exchange that allows Demand Side Platforms (DSPs) and trading desks to buy ad impressions via programmatic direct, private exchange and open auctions.
A Supply Side Platform (SSP) and mediation solution that allows publishers to expose impressions to classic networks – including the Facebook Audience Network, Google’s Admob, and iAd. In total, Nexage is connected to over 225 programmatic buyers and networks, providing one of the most complete mobile monetization solutions globally.
An ad server that publishers and developers can utilize to launch directly-sold campaigns.
Allowing advertisers to buy impressions programmatically

Millennial Media is known for its full service global sales, service, and creative teams. These teams are able to provide consultative sales based on their deep relationships with marketers and agencies. Following the Nexage acquisition, Millennial Media will be in a position to enable buyers to execute deals via public and private RTB auctions and programmatic direct deals.

Enabling data and audience buying

With Millennial Media’s existing data management platform (DMP) as its backbone, the two companies will be in a distinct position to enrich impressions through first and third party data. Millennial Media’s mobile-first DMP can ingest publisher and advertiser data to enable re-targeting, audience extensions, and cross-device attribution.

“Millennial Media is an extremely well known name in our industry, and a real pioneer and leader in bringing brand dollars into mobile,” said Ernie Cormier, President and CEO of Nexage. “I believe the addition of Nexage’s platform and people will further Millennial Media’s mission in creating a leading independent mobile advertising platform and vital programmatic marketplace.”

Press Release:
We are excited to announce that we have signed an agreement to acquire Nexage and create one of the world’s largest independent mobile advertising exchanges. You probably already know Nexage as a leading provider of real-time-bidding (RTB) technology.Following the Nexage acquisition, Millennial Media will be in a position to operate an independent exchange and enable you to execute deals via public and private auctions and programmatic direct deals.We are also particularly excited to truly enable mobile audience buying. With Millennial Media’s existing data management platform (DMP) as its backbone, the two companies will be in a distinct position to enrich impressions through first and third-party data. Millennial Media’s mobile-first DMP can ingest publisher and advertiser data and enable re-targeting, audience extensions, and cross-device attribution. We are looking forward to having deeper discussions with you around this topic.Once the acquisition of Nexage closes, we expect the combination of Nexage’s scaled programmatic stack with our deep roots and heritage in agency relationships will uniquely position us as a leader in this fast paced ecosystem.

Please don’t hesitate to reach out with questions or comments.

All the best,

Michael Barrett, CEO

AdOpsBuzz Editor’s note: Millennial Media is keeping its strong hold in the mobile market in its way to form a robust mobile ad exchange. In August last year, Millennial Media has acquire the Mobile Ad Company Jumptap For $200M.

[source: Benzinga.com & Millennial Press Release]

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