Ad attack: Millennial completes acquisition of ad rival Jumptap

Ad giant Millennial Media's acquisition of mobile ad specialist Jumptap has been completed, the two companies have announced, with Millennial claiming the deal will help it "redefine advertising".

Announcing the deal, Millennial claimed mobile is to be the company's "foundation" moving ahead, with Jumptap's assets - including cross-screen targeting, third-party data assets, and real-time bidding technology - set to be integrated into Millennial's existing platform.

Looking ahead

"With the acquisition of Jumptap, we are excited to extend our industry-leading mobile ad platform to better serve the needs of our brand and performance advertisers and intensify our innovation on their behalf," said Millennial Media chairman and CEO Paul Palmieri.

"Jumptap's assets are incredibly complementary to what we have built at Millennial Media, and our combined team will have the technology, products, and expertise to help define what the future of digital advertising can be – which undeniably has its foundation in mobile."

Millennial's bid for Jumptap – initially valued at the $225 million mark - was originally announced back in August, with Millennial describing the company as a 'good fit' for its future vision for mobile advertising.

[source: Millennial Media]