Microsoft acquired Screentonic. They had earlier fiddled with Third Screen Media but decided to go with Screentonic – the European player, perhaps because of market access and value of that access. Similar to the Motionbridge acq though it wasn’t a good acq at all. ScreenTonic boasts partnerships with mobile operators in the U.K., France and Belgium markets; according to Microsoft, its “mobile expertise and industry relationships” will complement the software goliath’s Digital Advertising Solutions platform by providing advertisers with a range of ad formats, from display to text, as well as ad management and reporting capabilities.