That's the key, tank. With 86 out of 100 top spending brands, MM has the ad inventory ... with Jtap, they get the programmatic populating of those ads on apps ... with their user data and their measurement tools, they can show effectiveness (refer to the ActionX guy), thereby getting repeat customers and additional budget share ... with every ad placed, they get money ... with scale and automation provided by industry-leading (?) MMX, they would get a sitload of money ... then add in the 20 million savings provided by Jtap synergies = BIG PFOFITS ...
THIS IS WHAT THEY NEED TO TALK ABOUT ON THE CC !!!
With MMX, MM is now a direct competitor with Rocket. Programmatic buying and real-time bidding, or RTB, is the real-time purchase and sale of advertising inventory on an impression-by-impression basis on advertising exchanges. The segment is exploding as represented by the 150% growth reported by Rocket Fuel. The company focuses on data scientist to develop an algorithm that improves the results of billions of ad impressions every day. In all likelihood, the huge success of Rocket Fuel caused the Millennial Media move. After all, Rocket Fuel grew revenue from $16.5 million in 2010 to expectations for $250 million in 2013.
For its part, Millennial already unveiled a programmatic offering in mobile in partnership with AppNexus that will provide the customizable technology. The Millennial Media Exchange, or MMX, is being labeled as the world's largest premium mobile advertising exchange. The company lists the MMX as focused on programmatic selling of mobile inventory across the MMX, while Jumptap plans to add one of the largest programmatic buyers of mobile impressions.