Millennial Snaps Up Metaresolver in All-Cash Deal

Mobile advertising and data specialist Millennial Media is to acquire San Francisco-based mobile user data and ad targeting platform Metaresolver, just a year after it was set up by M:Metrics co-founder Seamus McAteer. Terms of the all-cash deal were not disclosed.

After selling M:Metrics to comScore in 2008, McAteer (pictured) served as MD, Market Research at ITG Investment Research (formerly Majestic Research), before co-founding Metaresolver with Mike Rowehl, the first engineer at app ad business AdMob (later acquired by Google), and Cindy Mesaros, co-founder of mobile content provider Moderati.

The firm delivers 'clean data' combined with marketing and media intelligence, to enable users to target consumers with specific ads relating to their device model and location. Through the acquisition, Millennial Media says it will extend its MYDAS platform technology, which uses unrefined user data to create audience profiles based on behavior, location, and content trends.

President and CEO Paul Palmieri says that Metaresolver's data-driven approach and technology will enable his firm to provide additional value to advertisers and developers.

McAteer adds: 'Millennial Media's vision for the future is closely aligned with the goal we set out to achieve at Metaresolver - delivering more value by harnessing the power of mobile user data. We are very excited to work with the Millennial team to unlock value for advertisers in mobile.'

Web sites: www.millennial.media.com and www.metaresolver.com .