The third screen

NBCU, which has garnered much coverage in the past week over Hulu and its IGA partnership, has just finalized another strategic relationship, MediaBuyerPlanner reports.

As part of an agreement with text-messaging company 4INFO, the media giant will be placing ads on SMS messages.

Dozens of NBCU properties will use 4INFO’s content and ad platforms, which deliver a single ad at the bottom of a text message, writes Adweek.

In addition, 4INFO content — like health tips for women — will be integrated into NBCU properties such as iVillage.