AOL has closed a deal to acquire mobile ad network and mobile ad-serving platform provider Third Screen Media (TSM) reports mocoNews. The companies have been in talks since February, but financial terms of the deal were not disclosed. mocoNews also reports that Third Screen Media will continue to be headquartered in Boston as a wholly owned subsidiary of AOL.
This is a clear sign and endorsement that mobile marketing is heading for prime time as more and more bigger players are coming into the space. Mobile marketing will play an important role in the overall marketing mix strategy. The acquisition of TSM will definitely add value to AOL's subsidiary Advertising.com which will allow them to provide a more comprehensive interactive marketing mix strategy.
Mobile marketing is certainly here to stay but the road ahead isnt going to be an easy one as there are lots of challenges ahead. With the internet giants playing a more active role in mobile marketing, I m sure this will speed up the time needed to resolve the many issues surrounding mobile marketing. Its going to be interesting to see how each of them tackle and resolve the issues.