The mobile advertising consolidation continues: Baltimore-based Millennial Media, which is one of the largest U.S. based mobile ad networks, is acquiring TapMetrics, a San Francisco-based mobile analytics firm. Terms of the deal were not disclosed.
In recent months, Millennial’s closest competitors have either been acquired or have merged with other rivals. Companies left in the space are feeling the pressure to either gain scale or additional skills. Millennial said that TapMetrics provides developers analytics in order to better manage application sales and revenue. Michael Avon, Millennial’s EVP and CFO, said the acquisition will be funded with the $16-million round the company raised in November, and will continue to “to actively evaluate other potential acquisitions to further expand our business.