Microsoft Acquires European Mobile Ad Firm

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Microsoft has snatched up European mobile ad firm ScreenTonic with the intention of integrating its capabilities into adCenter. Terms of the deal were not disclosed.

"We want to deliver a platform that helps advertisers buy across all digital mediums," said Joe Doran, GM of Microsoft's digital advertising solutions. "As we build out the breadth of our platform, we are continuing to invest against that vision."

Investment towards the digital media landscape and allowing media buys across all connected platforms includes last year's acquisition of in-game advertising firm Massive.

With headquarters in France, ScreenTonic currently operates in Belgium, France and the U.K. Doran said Microsoft's immediate plans are to expand the relations ScreenTonic has today with mobile operators and advertisers in Western Europe before expanding to the U.S. and markets in Asia.

"That's the power we have as a global, large-scale partner company... We can help take them global," said Doran.

No timeline has been set for when mobile ad buying will be made available in adCenter.

ScreenTonic's core competency lies in mobile display advertising. The mobile ad firm's ad offerings include fixed, animated and video banners; text links; ad words; interstitials and video billboards.

Microsoft's interests in the mobile space include the recent acquisition of Tellme Networks, which was just completed, and an earlier purchase of MotionBridge. Microsoft's research department recently fostered the creation of ZenZui, a graphical user interface solution which was spun off into its own company.