Jumptap Chief Executive George Bell joined Millennial's earnings call to share his thoughts on the deal
and reflect on the company's deliberately alternative strategy over the last 18 months.
"Where Millennial became strong in SDK (software development kit) penetration to app developers, we went after real-time bidding to expand our access to inventory. Where Millennial was strong in brand, we went after performance. Where Millennial was strong in first-party data, we built out third-party data through technology and partnerships," he says.
"As Millennial expanded internationally, we focused more at home on innovations such as targeting audiences across screens. And seeing that our IP was potentially a differentiator, we pressed our advantage by aggressively adding to our portfolio," he says. "Now we bring all of this together, bringing solutions that had been born as competition, but more importantly, tested by the market."