In highlighting the benefits that Jumptap brings, CEO Paul Palmieri pointed to Jumptap’s assets in performance-based advertising, cross-screen ad targeting, third-party data, its staff and its programmatic real-time bidding capabilities.
“The market for performance is moving rapidly towards programmatic buying,” Palmieri said during the earnings call. “Jumptap offers a mobile-first DSP that handles 45 billion ad requests a month…they have been ahead of us in recent quarters and so we’re glad to have these programmatic buying capabilities.”
Millennial Media also gained Jumptap’s patents, giving it a total of 64 issued patents, which include patents for targeting based on mobile behavior, location, context and demographics.
In addition, Millennial introduced its Omni Measurement tools, a suite of products for measuring the impact of a mobile advertising campaign that includes data on brand lift, foot traffic in stores, total spend and other measurements.
In response to an analyst’s question about what has the company done with the analytics firm Metaresolver since it acquired it back in April this year, Avon said that Metaresolver’s former CEO Seamus McAteer is heading the development of the Omni Measurement suite and is applying Metaresolver’s technology to the suite as Millennnial prepares to roll out additional measurement products in the coming months.