Deals

Mobile ad network Millennial Media acquires analytics firm TapMetrics

Another big change is afoot in the world of mobile advertising. Millennial Media — the largest independent mobile ad network, and itself the subject of buyout speculationannounced today that it is acquiring mobile analytics firm TapMetrics. The news follows Google’s recent acquisition of Admob for $750 million, and Apple’s purchase of Quattro Wireless, another mobile ad firm, for $275 million. Further details on the deal were not disclosed.

The addition of TapMetrics will allow Millennial Media to offer mobile developers an online dashboard for managing application sales and revenue, as well as more analytics-rich features. Such additions include extensive real-time analytics, feature and version adoption, device types, user feedback, and more. TapMetrics also offers a free Mac OSX application, Tapmini, to let developers keep track of their sales and financial reports.

The deal makes Millennial Media an even juicier acquisition property, and makes it a prime target for Yahoo or Microsoft — who must both be eager to catch up to Google and Apple’s mobile advertising acquisitions.

Based in San Francisco, Calif., TapMetrics received seed funding from Launchbox Digital in April 2009. Millennial Media is based out of Baltimore, Md., and has received a total of $37.3 million in funding from Bessemer Venture Partners, Columbia Capital, Charles River Ventures, and New Enterprise Associates.

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