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drag2share: Millennial Media Has Just Done A Huge Mobile Ad Deal With AppNexus (MM)

source: http://feedproxy.google.com/~r/businessinsider/~3/roNVYWOoVVE/millennial-medias-new-mobile-ad-exchange-with-appnexus-2013-9

AppNexus, Brian O'Kelley

Millennial Media, one of the larger mobile ad companies, has joined with AppNexus to create a formidable joint venture it is calling the Millennial Media Exchange.

The move is yet another indicator that the mobile adtech space is consolidating fast into a handful of big players. Twitter, for instance, just acquired mobile adtech company MoPub for $350 million in stock.

The deal would create a mobile marketplace that, by one measure, would make it bigger than the one offered via Google. Millennial previously claimed that its acquisition of Jumptap put it level with Google in market size for so-called “third-party display” ads, meaning ads that show up in mobile apps.

AppNexus is one of the largest New York-based digital adtech companies, with 500 employees and $141 million in venture funding. Its strength is in web buying and only recently did CEO Brian O’Kelley turn the company to focus more on mobile. It is widely expected to be considering an IPO in the near future.

Millennial IPO-ed in 2012, and recently acquired Jumptap. It now has roughly $241 million in combined annual revenues and 350 employees. Jumptap gave Millennial a real-time bidding, “programmatic” buying platform to add to the premium publisher inventory it was offering in its ad networks.

In simple terms, the deal with AppNexus gives AppNexus’s ad buying clients access to Millennial’s sales inventory and its Jumptap buying platform. It combines a huge array of buyers with a huge array of sellers, in other words.


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Wednesday, September 18th, 2013 news No Comments

drag2share: RTB Or Real-Time Bidding Is The Future Of Digital And Mobile Advertising

source: http://feedproxy.google.com/~r/businessinsider/~3/46rBvt5ebIg/rtb-or-real-time-bidding-is-the-future-2013-9

BII_RTB_CTRsReal-time bidding is a kind of automated or programmatic buying of advertising placements.

It is to digital advertising what high-frequency trading is to Wall Street. It involves computerized, algorithm-driven trading that allows for quick buying of ad impressions according to pre-set parameters. Recently, Twitter is the latest tech company to enter the RTB race with this month’s acquisition of MoPub, an ad exchange with a real-time bidding platform.

On the desktop, programmatic or automated buying of display ads has already made huge inroads. Its advocates say that it has led to a more transparent and efficient digital ad market. But it is in mobile where programmatic buying may make the most difference. That’s because smartphones are advertising platforms that we carry in our pockets, and with RTB that means marketers can reach us in real-time, and target potential customers according to location and context.


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Friday, September 13th, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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