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.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET