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Third Screen, Fox News Ink Deal

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NEW YORK Mobile Web advertising firm Third Screen Media has signed on Fox News as its latest mobile publishing partner.

Through the deal, Third Screen will begin selling ad inventory on Fox News' newly launched mobile Web site, Foxnews.mobi, and will also supply the site with access to MADX, the company's proprietary ad delivery and management technology.

Fox News joins other big-name Web publishers who have already partnered with Third Screen, including USAToday.com, ESPN.com and CBS Sportsline.

Third Screen, which has recently been the subject of acquisition talk involving both AOL and MSN, claims it now can supply advertisers inventory covering 80 percent of the top 15 mobile Web sites.

Executives at the firm said the addition of Fox News content delivers an increasingly important mobile demographic.

"There is growing demand from advertisers and their agencies looking to access unique, targeted audiences such as the business mobile subscribers that frequent Fox' mobile properties," said Tim Conley, svp, Third Screen, Boston. "The addition of Fox News to the Third Screen customer base provides brands and agencies with another valuable mobile property that reaches key demographic segments."