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May 03, 2007
Paris' Mobile Ad Startup ScreenTonic Bought By Microsoft
Microsoft is steadily assembling the various slices of the full advertising spectrum. Last year it acquired Massive, with its expertise in in-game advertising and today it bought mobile advertising focused ScreenTonic.
It does seem that Microsoft wants to be more disciplined about the amount and or multiple it will pay for its acquisitions. (Read MSFT blogger Don Dodge who will let you know that Microsoft takes pride in buying companies early while they can still be had at a relative bargain.) Last year Microsoft was reported to have had talks with US mobile ad firm Third Screen Media, but did not close a deal. Likewise, Seattle-based Medio would make sense if not for the price that it might demand.
ScreenTonic is based in Paris, France. Financial details of the acquisition were not disclosed. Founded in 2001, ScreenTonic had raised raised €5.5M last April from 3i and I-Source Gestion.
ScreenTonic’s mobile ad solutions are targeted at mobile network operators and publishers. It runs mobile portals with ads such as sponsored links, banners and video ads on their mobile website. So far it has been quite successful in the French market. Last January it boasted it had hit the 1B pages served marker.
After its April funding, ScreenTonic expanded its relationships to operators in Belgium and the UK, and now we expect to see Microsoft take the technology stateside and to Asia. Additionally, it will be interesting to see how quickly Microsoft will be able to integrate ScreenTonic with its Adcenter Web advertising business.
Screentonic Serves Fixed Banners
Video Banners
Interstitials and several other ad formats
View - site
Posted on May 3, 2007 04:30 PM | Posted to Advertising | Permalink
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