28 June, 2007

Take-overs in mobile advertising: Microsoft acquires ScreenTonic and AOL acquires Third Screen Media

There is growing interest for mobile advertising. All major operators are already exploiting mobile advertising or have started exploring it.

Since the mobile telephone is the ulimate digital way of reaching a person individually, manybelieve mobile advertising is ad heaven.

Early May Microsoft announced its acquisition of European mobile advertising firm ScreenTonic. ScreenTonic has partnerships with mobile operators in the U.K., France and Belgium. WIth this acquisition, Microsoft aims at complementing its Digital AdvertisingSolutions platform by providing advertisers with a range of mobile ad formats, from display to text, as well as ad management and reporting capabilities.

Meanwhile in mid May, AOL took over mobile ad firm Third Screen Media. AOL will integrate Third Screen Media into its subsidiary Advertising.com, which it purchased in 2004.