When Millenial Media’s (MM – $6.54) acquisition of privately-held JumpTap is completed, they will become the biggest company no one has ever heard of – just behind Google and just ahead of iTunes.  I’m talking about the business side of the business, which is all about serving ads to mobile devices.  Google remains the undisputed king, but the space Millenial Media occupies is huge, and about to get a lot bigger.
That’s because Millenial Media has been building an ad platform aimed at the world of mobile apps, a patchwork community consisting of literally hundreds of thousands of individual app developers. What makes Millenial so important is that they already have signed deals to serve ads to more than 45,000 of these apps. With the addition of JumpTap, they’ll add a whole new layer of cross-screen technology that will pull  tablets, smartphones, laptops and PCs into the same ad buying matrix.
Now, here’s where it gets interesting. 
Companies like Campaign Grid have great tools for cookie-targeting voters online (“cookies” are footprints we leave when we use browsers to visit sites), but despite their penetration through Facebook, LinkedIn and AT&T’s Mobile Network, for example, a huge majority of mobile device users (and that’s most people) are using apps on those devices, not browsers.  Cookie-tracking is great for targeting the web browsers.  For app users?  Not so much.
That explains the mad scramble among aggregators and cookie-trackers to constantly broaden the reach of their targeting.  Very smart move, but no one online ever arrives, the most you can say is that they’re headed in the right direction.  Take a look at a couple of the factoids that Millenial Media notes, in passing: 70% of the most active iPhone states lean […]