Microsoft plans to use ScreenTonic's experience in Western Europe to integrate mobile advertising into adCenter.
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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT