Sorry I couldn't answer you right away.
I frequently leave my computer to attend to my other duties. I have been thinking of your comment. I do not know whether MS already has a license or not. I assumed that MS is operating without a license because a licensing deal has never been announced. I think that if a licensing deal by MS had been made, then it should already be in the news, just as the Mobile Tag deal was.
Why has MS not taken a license yet? I don't think it is because it wants to avoid paying NEOM. The more likely reason is that it is negotiating a buyout deal. There are some good reasons for this. First, because if it owns the IP, then it would be collecting royalties (even from Google!) rather than paying for royalties in years to come. Second, it can bring MS to new heights, which will make MS the King of the mobile world. I am quite convinced that the future of the advertising industry is in the mobile world.
You are very intelligent, and I appreciate your comments.