AOL has acquired Third Screen Media, mobile advertising network and mobile ad-serving and management platform provider. Third Screen Media will operate as a wholly-owned subsidiary of AOL's Advertising.com division. The acquisition provides the ISP with a vehicle for offering the mobile component to create a comprehensive suite of interactive advertising solutions for every type of device, platform and program.
According to Randy Falco, AOL chairman and CEO, the acquisition puts the company in a "strong position" in the fast-growing mobile space by assembling a complete set of advertising solutions from display, search and mobile.
Third Screen Media's platform brings together advertisers, publishers and mobile operators, allowing ads to be managed and delivered via WAP, downloadable applications, SMS, MMS and mobile video.
Mobile advertising has really taken off in the last 12 months. In the United States alone, mobile advertising is expected to grow from $421 million last year to $4.7 billion by 2011. Globally, the market is expected to increase to $11.3 billion by the same year, according to eMarketer.
Third Screen Media will continue to be based in Boston. Financial terms of the deal were not disclosed.