Millennial Media Buys Nexage for $107 Million

Bulks up on real-time bidding

Millennial Media has acquired mobile ad exchange Nexage for $107.5 million in cash and stock to boost its programmatic offerings.

Under the deal, Nexage’s real-time bidding tools and mobile Web and app inventory across publishers will be used to build out Millennial’s automated media buying and selling tools. Nexage works with publishers such as The Weather Channel, the NFL and Reuters.

In a statement, Millennial cited scale, programmatic-based buying and better data as key reasons for the Nexage acquisition.

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