Millennial Media Inc. (MM) said Wednesday that it has agreed to buy San Francisco-based Metaresolver, a privately held mobile media buying and targeting platform, in an all-cash deal.
The closing of the acquisition is subject to the satisfaction of various customary closing conditions.
The Metaresolver platform harnesses and analyzes volumes of data to deliver efficient programmatic mobile media buying for advertisers. Metaresolver uses highly accurate data to identify and build audiences that brands can target with campaigns. Data is evaluated through an industry-leading vetting process, ensuring that insights and audiences are derived from a clean and accurate foundational data set.
Metaresolver was founded by Seamus McAteer, the co-founder of mobile audience measurement firm M:Metrics, which was later acquired by comScore, and Mike Rowehl, the first engineer at AdMob. Other members of the Metaresolver team previously held senior roles at companies such as Yelp, Nielsen and Moderati. The Metaresolver team will continue to be based out of San Francisco.
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