Microsoft acquires ScreenTonic

Microsoft announced its acquisition of European mobile advertising firm ScreenTonic SA. Financial terms of the deal were not disclosed. ScreenTonic boasts partnerships with mobile operators in the U.K., France and Belgium markets; according to Microsoft, its "mobile expertise and industry relationships" will complement the software goliath's Digital Advertising Solutions platform by providing advertisers with a range of ad formats, from display to text, as well as ad management and reporting capabilities.

Steve Berkowitz, senior vice president of Microsoft's Online Services Group, said the company is emphasizing an ad experience that is mutually beneficial to publishers, operators and consumers. "The mobile Internet is an extraordinary vehicle for brands to connect with their target audiences, because devices like cell phones enable interaction to take place virtually anywhere or anytime," Berkowitz said in a prepared statement. "The acquisition of ScreenTonic will be part of our long-term strategy to deliver ad experiences that map to the environment. Together, we will be able to provide relevant ads where consumers are, when they are actively engaged and communicating."

For more on the Microsoft/ScreenTonic deal:
- read this release

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