- Millennial Media has acquired mobile ad exchange Nexage for a combination of cash and stock totaling $107.5 million.
- Nexage's real-time bidding tools and ad inventory will be used to build out Millennial's automated media buying and selling tools.
- The main reason for the acquisition was Millennial's desire to scale and improve programmatic-buying.
Millennial Media's struggle to scale and handle programmatic is common among ad networks. The more firms are able to combine technology, tools, and talent — the better the overall ad networks will become. Seems like Nexage was a perfect fit for the expansion and development Millennial is planning.