Millennial Media buys mobile firm Condaptive

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Mobile advertising network Millennial Media has acquired mobile technology company Condaptive.

Mack McKelvey, SVP of marketing at Millennial, said her company bought Condaptive for its data platform, as well as to add talent to its engineering team. Condaptive's platform provides data analysis services that advertisers can use to derive consumer insights.

“We'll be using their technology to continue helping advertisers and developers deliver highly relevant mobile experiences for consumers,” said McKelvey. Millennial has worked with marketers including Samsung, Patagonia and Hyundai Motor America.

Condaptive founder and CEO Hemang Gadhia will serve as SVP of audience intelligence at Millennial and will report to Chris Brandenburg, cofounder and CTO.

Millennial has not decided whether Condaptive will retain its brand, said McKelvey, who added that the deal closed “recently.” All Condaptive employees will be retained and “integrated into Millennial's technology and innovation group.”

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