Microsoft Acquires Mobile Advertising Firm ScreenTonic

8th May 2007

French company 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. Microsoft have acquired ScreenTonic for an undisclosed amount.

This move effectively combines Microsoft’s might and their advertising solutions with the mobile advertising expertise and indsutry relations already established by Screen Tonic.

ScreenTonic will be Microsoft’s second high-profile acquisition in the mobile field. Earlier this year they announced plans to acquire TellMe, a popular US directory service. Whether this activity and growth leads up to Microsoft’s dominance of the mobile search space remains to be seen.

The mobile search market is an open playing field with no definite leader, and a first mover advantage might help Microsoft, however, they still would be up against the brand equity that Google has developed, which makes Googling synonymous with searching.

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Microsoft Completes Acquisition Of aQuantive | Search Daily News : 16 August 2007 at 6:08 pm

[...] This acquisition is intend to enable Microsoft to take on advertising giants Google and Yahoo! by providing a world-class advertising platform, and comes hot on the hells of previous purchases, which include Internet ad marketplace AdECN, mobile ad company ScreenTonic and video game ad firm Massive. [...]
Google Offers Banner Advertising On Mobile | AccuraCast Search Daily News : 28 April 2008 at 7:20 pm

[...] A line of text with the word “[AD]” attached to the banner will identify it as an advertisement to users. Google is not the first ad platform, nor the first search provider to offer this format of advertising. Yahoo!, Microsoft’s Screen Tonic, AOL’s Third Screen Media and AdMob already provide mobile display ads. [...]
Google Offers Banner Advertising On Mobile | All About mobile : 29 April 2008 at 8:44 am
Google Offers Banner Advertising On Mobile | Youpark Blog : 29 April 2008 at 9:05 am

[...] A line of text with the word “[AD]” attached to the banner will identify it as an advertisement to users. Google is not the first ad platform, nor the first search provider to offer this format of advertising. Yahoo!, Microsoft’s Screen Tonic, AOL’s Third Screen Media and AdMob already provide mobile display ads. [...]
Google Offers Banner Advertising On Mobile | Mobile Phones Reviews, Games & Softwares : 29 April 2008 at 9:46 am

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