MERCADEO Versión en español
Bob Lord from AOL: Acquisition of Millennial Media speeds up our competitive mobile offer
10 de septiembre de 2015
Lord: La compra refuerza la capacidad móvil de la empresa
AOL continues investing in programmatic technology through multiple platforms for traders and publishers, after signing an agreement for the acquisition of Millennial Media Inc., an important comprehensive platform, at US$ 1.75 per share or US$ 238 millions in cash.The purchase adds significant brand advertising scale to its One by AOL advertising platform. It also consolidates AOL as the leading international mobile multimedia technology company.AOL now works with international content brands, an international programmatic advertising platform and a service platform through subscription.”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. 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” said Bob Lord, President of AOL.”By joining AOL, we will be adding mobile experience to AOL’s increasing technology assets. I am very excited about what this acquisition means for our shareholders, our employees and our partners” added Michael Barrett, President and CEO of Milennial Media. According to eMarketer, 69% of the mobile advertising expenditure is purchased and sold through programming, and programmatic video will reach US$4 billion in 2016.
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