Portal Sites Position Themselves For Mobile Media

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.

New Media: AOL, Microsoft Lead Mobile Media Charge [Brandweek]