AOL Acquires Millennial Media, Boosts Mobile Audience Reach

In its first major acquisition since itself being acquired by telecommunications giant Verizon, AOL this morning announced a deal to buy mobile app advertising network Millennial Media for $1.75 per share, a 30% premium over Wednesday’s closing price for the publicly-traded firm’s common stock.

The deal will add one of the largest suppliers of mobile app advertising impressions to AOL’s programmatic and direct selling infrastructure. Millennial Media claims a network affiliated with more than 65,000 app publishers.

AOL said the reach will significantly boost the audience scale of its ONE by AOL platform, boosting its access to “approximately 1 billion global active unique users and robust addressable and cross-screen targeting capabilities.”

“AOL is well positioned as consumers spend more and more time on mobile devices, and as advertisers, agencies and publishers become more reliant on programmatic monetization tools,” said Bob Lord, President, AOL. “As we continue to invest in our platforms and technology, the acquisition of Millennial Media accelerates our competitive mobile offering in ONE by AOL and enhances our current publisher offering with an ‘all in’ monetization platform for app developers.”

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2 comments about "AOL Acquires Millennial Media, Boosts Mobile Audience Reach".
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  1. Ramiro Rodriguez from Original Press Releases, September 3, 2015 at 1:43 p.m.

    The shift to mobile is happening incredibly fast.  Wow!  I've always known that I have to rethink and retool so I don't get left behind, but I haven't made any decisions.

    PayPal now offers an easier way for people like me to get paid via mobile so I may begin there.

    Great story ☺

  2. Seth Ulinski from TBR, September 3, 2015 at 4:25 p.m.

    Integration of AOL and MM platforms will require significant resource allocation --  MM was just getting its ad tech stack in order (incl. DSP, Adexchange/SSP, and DMP) while transitioning from its legacy adnet model to a programmatic, SaaS-led model.  Lots of upside for a relatively small investment by Verizon/AOL.

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