Millennial Media, one of the larger mobile ad companies, has joined with New York City-based AppNexus to create a formidable joint venture it is calling the Millennial Media Exchange.
The move is yet another indicator that the mobile adtech space is consolidating fast into a handful of big players. Twitter, for instance, just acquired mobile adtech company MoPub for $350 million in stock.
The deal would create a mobile marketplace that, by one measure, would make it bigger than the one offered via Google. Millennial previously claimed that its acquisition of Jumptap put it level with Google in market size for so-called “third-party display” ads, meaning ads that show up in mobile apps.