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BtoB

Millennial IPO highlights avid mobile ad space

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Baltimore—Millennial Media, the largest independent mobile ad network in the U.S., went public Thursday with its share price almost doubling. Starting out at $13, shares advanced to $25 by the close of trading. Millennial's revenue in 2011 was $103.7 million, more than double the $47.8 million it logged the previous year. Despite that, the company suffered a $5.3 million overall loss last year. Millennial commanded 17% of the mobile display ad market at the end of 2011, according to IDG, second to Google Inc.'s 24% and ahead of Apple Inc.'s 15%. The mobile ad market is accelerating, according to eMarketer, with U.S. spending reaching $1.45 billion in 2011, up 89% from the year before. Ad expenditures are projected to reach $2.61 billion this year, an 80% jump year over year.
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