Mobile Ad Wars Getting Heated: Microsoft (Still) In Talks To Buy Millennial Media

Apparently Microsoft is feeling left out of the mobile ad frenzy with Google acquiring Admob and most frequently with Apple unveiling their iAd platform.

An industry source says he has heard deal gossip from mobile publishers and people in the industry that the two groups are still in talks. They have come to basic terms but nothing has been finalized.

Industry insiders think Microsoft doesn’t need Millenial Media. It seems more likely that Microsoft doesn’t want to fall behind if Apple and Google take off with their mobile ads and are therefore preparing themselves. Microsoft has the cash to buy but others wonder if it will be well spent on mobile ads.
Microsoft is probably just being cautious by having its own mobile ad platform. If Apple and Google do take off, Microsoft presses the button and jump into the mobile ad space.

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