Yet another purchase for platform holder in digital ad sector
Microsoft is to acquire ScreenTonic, the French mobile advertising specialist, in a move that signals a major acceleration of the Seattle giant's mobile ambitions.
The move for Screentonic is another landmark deal in a frantic period that has seen a mad scramble for position in digital advertising. Observers have been expecting something big from Microsoft after Google bagged the online banner ad specialist Doubleclick.
Screentonic is a mobile equivalent of Doubleclick, working on behalf of major brands to serve banners on operator decks across Europe. It serves around 80 million a month with carriers such as Orange France, SFR, Proximus, Mobistar, Orange UK and others.