Microsoft may launch its own mobile ad service sooner rather than later, reports The Seattle Times.

The accelerated time-table follows the catalyst acquisition of European mobile ad firm ScreenTonic. Microsoft first began testing mobile ad sales last year but the new skills necessary for the market were taking too long for the company to develop organically.

The purchase of ScreenTonic significantly cut down the time needed for Microsoft to roll a product out.

Presently, one JupiterResearch analyst says, there is no frontrunner in the mobile ad space. Microsoft cannot afford to be left behind as the industry matures.