Brandweek has an article up that analyzes the latest portal maneuvers in mobile media. In the past few months, AOL acquired Third Screen Mobile, Microsoft bought ScreenTonic, and Yahoo! started a mobile ad network.
Why all the sudden interest? Brandweek speculates that one reason may be the ongoing merger/acquisition mayhem in the online ad business, where low-profile firms such as DoubleClick and 24/7 Real Media are commanding staggering prices. “Now is the time to get these assets before they get into that 10-figure range,” said John Gauntt, an analyst at eMarketer, in the article.