Microsoft Buys in to the Mobile Advertising Biz, & Other News

Microsoft continues to edge its way in to the Mobile Commerce arena. First, we reported a few weeks ago on the software giant's purchase of TellMe, and now we hear that they have snatched up ScreenTonic SA:

MICROSOFT IS ACQUIRING EUROPEAN MOBILE advertising company ScreenTonic SA in a bid to expand its mobile expertise--and intends to use the company as an eventual springboard to offer global mobile services.
"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 will be part of our long-term strategy to deliver ad experiences that map to the environment." (MediaPost OnlineMediaDaily)

In other news, FierceMobileContent is reporting that Hearst Magazines will be launching some new mobile properties. What is interesting about this announcement is who Hearst is hoping to reach with this content:

Publisher Hearst Magazines and mobile technology and services company Crisp Wireless announced an agreement to launch three new made-for-mobile websites targeting women over the age of 35. The Good Housekeeping, House Beautiful and Redbook sites promise interactive mobile tools like calculators, quizzes, wallpapers, user-generated content and search services.

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