Dan Frommer | Feb. 23, 2010, 10:25 AM
BUSINESS INSIDER
Another deal in the fast-consolidating mobile ad/metrics industry: Baltimore-based mobile ad firm Millennial Media has acquired Tapmetrics, a San Francisco-based mobile analytics firm.
The deal -- terms not disclosed -- is all about getting more analytics and data to mobile app developers, which represent an increasing percentage of Millennial's ad customers.
The next battlefront for mobile ad networks like Millennial will be competing with the platform makers themselves: Apple is now getting into the mobile advertising game itself, and Google is expanding its mobile ad efforts. This means that companies like Millennial must somehow continue to keep an edge with app publishers, either through tools, services, or better ad revenue. So expect to see more deals like this.
Millennial has been the subject of acquisition rumors itself, with industry chatter suggesting that Microsoft will eventually acquire it. Recently, Google paid $750 million for AdMob -- a deal that has not yet closed as the Feds review it. And Apple paid a reported $275 million for Quattro Wireless, whose CEO Andy Miller is now Apple's head of mobile advertising, reporting directly to Steve Jobs.
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