There’s been a lot of M&A action of late in the mobile display market. Google and Apple have made significant purchases to stake their claim in this growing area of online advertising.

And of course last week Amobee, a mobile ad serving platform, purchased London-based RingRing Media for an undisclosed sum. Amobee’s intention is to build out the industry’s largest ad exchange. The market is looking more and more like online display.

It follows then that yield optimisers, Admeld and Pubmatic, have also made their way into mobile display, sensing the market is now ready for their ad network optimisation service. How long before we see the arrival of a buy-side DSP for mobile?

Why has all this happened? Well it’s down to the explosive growth in the smartphone and mobile app market. A report released by Gartner Research this week suggests the global mobile display revenue from smartphones will be worth around $600 million globally in 2010. This is expected to grow to several billion dollar by 2013, as the total downloads of ad-funded mobile apps increases.

So, how do you make sense of the mobile display market? What are the trends? Who are the key players on the buy and sell side? What are Google and Apple likely to do? Will online and mobile display converge?

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ExchangeWire Mobile Display aims to keep readers up-to-date with all the latest news and analysis from the growing European mobile display market.