Mobile Ad Firm Millennial Buys Jumptap

Millennial Media Inc. struck a deal to buy rival mobile advertising service Jumptap Inc. in an deal valued at about $225 million, bulking up its market share against larger and more diversified rivals.

The deal lets Millennial combine its database of more than 450 million mobile-device profiles with information gleaned from Jumptap, which boasts more than 100 million unique user profiles.

Jumptap says its database includes information about users of mobile devices, including location, as well as desktop computers. Where it has both, it says it is able to let advertisers target the same consumers as they move between those different screens.

“It’s a very uncommon asset,” Millennial Chief Executive Paul Palmieri said in an interview. “The data that is available in the mobile space is better than the data that’s available in the online space.”

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