Mobile advertising and app analytics buddy up for 2010.
US-based mobile advertising firm Millennial Media has bought mobile analytics startup TapMetrics for an undisclosed amount.
It's the latest example of consolidation in both markets. Analytics firms Flurry and Pinch Media recently merged, while in the advertising space, Apple bought Quattro Wireless, while Google is in the process of buying AdMob.
The latter two deals appear to have been key factors in the Millennial / TapMetrics tie-up.
"What is exciting to us is that Millennial Media now has the only scalable solution for developers that doesn’t contain an operating system bias, making Millennial Media the natural partner for us," says TapMetrics CEO Chris Brown.
Meanwhile, Millennial Media's EVP and CFO Michael Avon says TapMetrics complements its existing advertising offering.
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"TapMetrics’ data and analytics capabilities complement our company’s own focus and development plans. We continue to actively evaluate other potential acquisitions to further expand our business."
Millennial Media raised $16 million in a November financing round, and recently announced that its brand business grew 756% in 2009, while its performance business grew 171%.
