Two of the oldest and still independent mobile ad networks plan to become one. Millennial Media has acquired its older and smaller competitor, Jumptap, for as much as $225 million.
Even as Android gains share, CTRs fall. Meanwhile iOS has seen steadily rising response rates.
Android now makes up the majority of mobile app requests, accounting for 56 percent in November.
Increased adoption of the Windows Phone 7 platform could present advertisers with more opportunities to reach users via mobile devices.
Interactive campaigns for brands including Infiniti and Visa are already live on Apple's iPad devices.
Developers will be able to sell their in-app inventory to ad networks that are RIM partners.
Apple is closing its Quattro mobile ad network to focus on the iAd, while Millennial is reportedly in acquisition talks with handset manufacturer RIM.
Mobile ad growth allowed the company to launch free ad-supported text-messaging, and it plans same for voice services.