Microsoft to Buy Third Screen Media?

Wow - Carlo at MobHappy points to a WSJ article on Microsoft buying Third Screen Media.

MobHappy:

"In addition to already having a good client base, what impressed me about Third Screen was its understanding of what’s needed for ad-supported content to succeed, both in terms of a platform for media buyers and ad agencies to use, as well as the necessity of working in concert with operators.

The move also highlights Microsofts push to get a jump on Google in the online advertising market, and confirms that mobile will play a big part of it. Exciting times for as-supported mobile content."

WSJ:

"Microsoft's interest in Third Screen is the latest indication of the increasing focus on cellphone advertising among content publishers, major brands and advertisers. Mobile ad spending, which was just $45 million in 2005, is expected to swell to $1.3 billion by 2009, according to the technology consultancy Ovum."