AOL, Millennial Face Uphill Battle to Capture Mobile Ad Dollars

AOL's recent acquisition of Millennial Media marks their desire to become a bigger player in the mobile ad market. They are chasing Google and Facebook who have a combined 52.3% of the mobile ad spend market. This acquisition seems small relative to the scale of the market, but it gives AOL access to the tools it needs to scale upwards and attempt to catch these bigger presences in the market.