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TapMetrics tapped up by Millennial as mobile ad mergers continue

Further acquisitions likely

TapMetrics tapped up by Millennial as mobile ad mergers continue
Real-time mobile analytics firm TapMetrics has been acquired by ad network Millennial Media for an undisclosed fee, the two companies have announced.

According to Millennial, TapMetrics will continue to work out of its San Francisco base, the firm stating that the merger could be the first of many as it continues to "to actively evaluate other potential acquisitions to further expand our business."

The move marks yet another act of consolidation within the mobile advertising sector, coming just a few months after Google picked up Admob for $750 million.

Apple also secured Quattro Wireless at the start of 2010.

Scaling up

Together the companies say they will enable developers to increase their capabilities to optimise revenues across iPhone, Android, Blackberry, Windows and Palm.

"The market has recognised Millennial Media as the leader in mobile advertising," TapMetrics co-founder and CEO Chris Brown said in a statement following the deal.

"What is exciting to us is that Millennial Media now has the only scalable solution for developers that doesn't contain an operating system bias, making Millennial Media the natural partner for us."

Shared approach

Though neither party has disclosed just how much money has changed hands, Millennial executive VP and CFO Michael Avon did admit to sourcing the $16 million round of financing it raised in November to seal the deal.

"We are acquiring TapMetrics, because the company shares our approach to serve the needs of developers, regardless of mobile platform," he added.

"In addition, TapMetrics' data and analytics capabilities complement our company's own focus and development plans."

[source: Millennial Media]

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.