Canadian mobile phone manufacturer RIM is apparently looking to buy a mobile ad network in a bid to catch up with archrivals Google and Apple.
The WSJ reports that the Blackberry maker is in discussion with Millennial Media which has its own network of mobile sites and also brokers ads for other mobile ad networks.
Google and Apple snapped AdMob and Quattro Wireless for hundreds of millions of dollars which prompted Millennial Media to raise its asking price significantly.
The mobile network is now the largest independent ad network on the market but RIM may baulk at the price tag and instead focus on smaller rivals such as Greystripe or JumpTap. As recently as early August, Millennial Media's President and CEO said in an interview that the company would prefer to make an IPO rather than being acquired by another company.
This, we guess, is only a matter of how much is being put on the table; after all, Millennial Media may face some serious competition when Google & Apple start to flex their muscles and squeeze out rivals.