MTV, via its acquisition of marketing services firm Y2M, will gain access to millions of college students nationwide.

mtvU, the 24-hour college network and a division of Viacom's MTV Networks, has acquired Boston-based Y2M, the parent company of an online advertising network of 450 campus newspaper websites, reports NewYorkBusiness.com. mtvU and its advertisers will, as a result, have access to some 5 million college students via those sites, which will add new features and media tools developed by mtvU - but will retain autonomy in design and editorial. This transaction is expected to close in the third quarter.

"We've got close to 150 national advertisers on mtvU who are looking for a very visceral connection with college students," said Stephen Friedman, general manager of mtvU, which reaches 7 million students across the country. "College students read their newspapers; the brand is incredibly meaningful to them."

Y2M: Youth Media & Marketing Networks is a full-service marketing services agency targeting the college market, and is also the parent of College Publisher, the largest interactive network of online college newspapers in the U.S., MTV said in a statement. "Following MTVN's recent purchases of XFIRE, Gametrailers, IFILM and Neopets, this acquisition demonstrates the company's continued commitment to being a premier multi-platform media company across every screen consumers use," the company said.

"This acquisition is in line with our business strategy of moving forward in the digital space and continually expanding our online portfolio of music, gaming, news and entertainment," said Judy McGrath, Chairman and CEO, MTVN.