Millennial Media Acquires Location-Based Mobile Data Startup Condaptive

Mobile advertising powerhouse Millennial Media today announced the acquisition of Condaptive — a location-based mobile data startup out of Washington D.C. Details of the acquisition are very limited and Condaptive’s Website says nothing more than “We’ve been acquired by Millennial Media.”  Condaptive’s technology focuses on “audience formation and development through the innovative analysis of location …   Read More

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Mobile advertising powerhouse Millennial Media today announced the acquisition of Condaptive — a location-based mobile data startup out of Washington D.C.

Details of the acquisition are very limited and Condaptive’s Website says nothing more than “We’ve been acquired by Millennial Media.”  Condaptive’s technology focuses on “audience formation and development through the innovative analysis of location and data,”  meaning it looks beyond where a user is to determine who they are and what they need.

The startup has built a platform that allows developers to build location and context aware applications, which raises the interesting question of what Millennial’s plans include for the company.  The deal could simply be a talent acquisition as well.  The full Condaptive team will be integrated into Millennial Media’s Technology and Innovation Group, with the former Founder & CEO, Hemang Gadhia, assuming the position of Senior Vice President, Audience Intelligence for Millennial Media.  Senior members of the Condaptive team previously held senior level positions at companies like Razorfish, Sirius XM Radio, and NBC Universal.

Millennial says that audience formation within mobile is an area of key value for both developers and advertisers, and that Condaptive’s technology will help the company’s advertisers and developers deliver more relevant mobile experiences for consumers.  “We know that Millennial Media has a tremendous passion for delivering innovative products for their advertising and developer partners,” said Hemang Gadhia, Founder and CEO, Condaptive.  “That passion is something that we deeply believe in, and it makes this acquisition a very natural fit for us.  Being a part of Millennial will allow us to bring to market unique products and services that will help developers and advertisers deliver more relevant and actionable ads to mobile consumers.”

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