Apple purchased Quattro Wireless last year and turned it into iAd focused primarily on selling ad space on mobile devices.
I think it would be more likely to see a purchase come from Microsoft than anything else- not at all saying there is any direct evidence to support this- but Microsoft is in quick strategy mode with mobile right now to gain ground lost to Google and Apple. Microsofts current partnership with Nokia "that cost them a pretty penny" will leap from them into the largest mobile software manufacturer in the world within the next 2-3 years.
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