With its acquisition of Millennial Media, AOL says it wants to be a bigger player in the mobile ad market. But according to eMarketer’s latest US ad spending forecast, catching rivals Google and Facebook could prove challenging. Google commands 32.9% of mobile ad revenue in the US, or nearly $10.02 billion. Facebook captures 19.4%, or nearly $5.9 billion. By contrast, Millennial Media captures 0.3%, or $101.2 million.
Regardless of the ambitious nature of its goal, the acquisition will help the combined company compete more effectively for mobile display ad dollars. Read the rest at eMarketer.