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Microsoft Buys Mobile Advertising Company ScreenTonic

Microsoft this week agreed to buy mobile advertising company ScreenTonic for an undisclosed sum. Will this move make Windows Mobile 6 a mobile advertising platform?

ScreenTonic offers a number of solutions for advertisers looking to launch ads on mobile devices. In addition to its mobile ad platform, called STAMP, ScreenTonic also serves as a mobile ad agency.

Microsoft is wasting no time in getting a foothold in the mobile ad market:

"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," said Steve Berkowitz, senior vice president of the Online Services Group at Microsoft. "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."

Microsoft CEO Steve Ballmer recently said that one of his company's biggest regrets was not getting into the online advertising market soon enough. Obviously, Microsoft does not intent to repeat this mistake with mobile.

What do you think? Can Microsoft leverage Windows Mobile 6 to become a player in mobile advertising? Or will this effort just be a repeat of MSN?

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