Millennial Media Buys Mobile Audience Specialist Condaptive

In the US, mobile advertising and data company Millennial Media has acquired Condaptive, a start-up technology firm which helps developers build mobile audiences by analyzing location and other data. Financial terms of the deal were not disclosed.

Washington DC-based Condaptive's services help developers build location-centric experiences that focus not just on where their customers are, but also on who they are and on their needs.

Senior members of the Condaptive team previously held senior level positions at companies such as Razorfish, Sirius XM Radio, and NBC Universal. The full team will be integrated into Millennial Media's Technology and Innovation Group, and Condaptive founder and CEO, Hemang Gadhia (pictured), will become Millennial's SVP, Audience Intelligence.

'Condaptive has a unique algorithmic approach to building audiences, and is able to deliver data driven insights that we believe will prove valuable for both advertisers and developers,' states Millennial Media CTO Chris Brandenburg. 'Additionally, Condaptive has built a suite of tools for their internal usage that will now be exposed to our developer community, opening up new opportunities for improving the mobile experience.'

Web sites: www.millennialmedia.com and www.condaptive.com .