One casualty of Millennial’s Nexage buy could be its close relationship with AppNexus. One year ago, AppNexus and Millennial tied up to create a mobile exchange offering dubbed Millennial Media Exchange. The partnership gave Millennial a good story around programmatic trading, but arguably did more for AppNexus, which has sometimes been seen as a mobile laggard. Barrett claims AppNexus remains a strategic partner.
“It’s fair to say the acquisition gives us an owned and operated exchange,” Barrett said. However, “the Open AdStream acquisition [announced Monday] is interesting. We’ve not made any pledge to get into the publisher ad-serving business beyond our current footprint. And there are cross-screen opportunities. AppNexus will be a buyer on our platform, and likewise our DSP will probably be a buyer on their platform. ”
LUMA Securities advised Millennial Media on the deal, and GCA Savvian supported Nexage.
At AdExchanger’s Programmatic I/O conference in San Franscisco last spring, Barrett appeared onstage with Nexage CEO Ernie Cormier. Remarkably, they were also joined by AppNexus President Michael Rubenstein. Here’s the video from that session:
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