AOL Makes Mobile Move with Third Screen

The WSJ (sub req’d) reports that AOL is acquiring mobile ad firm/network Third Screen Media. Here’s the press release on the site. The price was not disclosed.

The WSJ is saying that Third Screen will become the mobile subsidiary of AOL’s Advertising.com. This is a very strategic acquisition to extend the Advertising.com value proposition into the mobile market.

However, in contrast to the WSJ article’s characterization of the mobile marketplace as “nascent and wide open” to new competitors, iCrossing conducted a mobile user survey that found market share shaping up in ways that were almost identical to search market share online: Google, Yahoo, MSN, “others.”

GigaOM has a short Q&A with the CEO of Third Screen.

Microsoft was at one time interested in Third Screen. What this acquisition does is likely set the stage for more consolidation. As Third Screen CEO Burgess says, “It’s all about inventory.”

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Related: Matt Marshall has more on the hypothetical purchase price and VC history of Third Screen.


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