05-06-2007, 06:30 AM
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Editor Emeritus
Join Date: Aug 2006
Posts: 5,074
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Microsoft Acquires Mobile Advertising Pioneer ScreenTonic
"Microsoft Corp. today announced it has agreed to acquire ScreenTonic SA, a Europe-based mobile advertising pioneer, in a move that combines the breadth of Microsoft� Digital Advertising Solutions offerings with the mobile expertise and industry relationships of ScreenTonic to help advertisers reach a global audience of mobile users. ScreenTonic�s mobile solutions provide advertisers with a complete range of ad formats, from display to text, as well as ad management and reporting capabilities, while serving the needs of mobile operators and independent publishers equally. ScreenTonic will continue to operate out of its current headquarters in Paris. Financial details of the acquisition were not disclosed. The acquisition of ScreenTonic, in addition to Microsoft�s work with industry groups such as the Mobile Marketing Association and the Interactive Advertising Bureau, will be an extension of Microsoft�s commitment to connect advertisers with their target audiences at home, at work and on the go across multiple digital devices such as PCs, Xbox� video game systems and mobile phones."
Advertising revenue is like black gold, everyone wants to own a share. Google dominates the online advertising world with the majority share. Microsoft and Yahoo have been trying their best to close the gap, recently it became known that the two had even talked about a possible merger. The merger would have resulted in an entity that can compete with Google. The merger with Yahoo didn't succeed but Microsoft scored an important win in the form of acquisition of ScreenTonic, a company that specializes in mobile advertising. We all know that mobile is the next frontier for Internet advertisers. This acquisition along with the TellMe and Windows Mobile puts Microsoft in a strong position. It needs to be seen how Microsoft will integrate the technology offered by these companies. Also, how Windows Mobile users will benefit or in this case (mobile advertising) be bugged. ;-)
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