Millennial Buys Mobile Analytics Firm

In the US, mobile ad network Millennial Media has acquired TapMetrics, a mobile analytics firm which focuses on application usage and behavior. Terms were not disclosed.

San Francisco-based TapMetrics develops analytical software to help developers track the performance of their mobile phone applications.

The acquisition will enable Millennial to offer mobile developers an online dashboard for tracking performance metrics across platforms such as the iPhone and Google's Android, and for collating user feedback.

Its deal will also provide developers with user-interactive information, a competitive ratings system, and buzz tracking and reviews.

'This is an app analytics suite. We didn't have one,' explains Millennial Media CEO Paul Palmieri. 'Through TapMetrics, we can offer business intelligence on apps within one console in which we already provide ad mediation and monetization.'

Last November, Millennial closed a $16m venture capital funding deal, and Palmieri says that the TapMetrics acquisition is part of his firm's broader growth strategy.

Around the same time, Google acquired mobile ad technology, analytics and metrics provider AdMob for $750m in stock, to develop more effective tools for creating, serving and analyzing emerging ad formats on mobile phones.

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