I am Keith Hernandez

With the news that Apple is set to buy Quattro Mobile for $275 million and the already done deal between Google and Ad Mob, the mobile advertising wars are heating up. But, the usual players are missing one of their frenemies. Where is Microsoft during these aquisitions? (Full disclosure: I work for Microsoft) Long ago, Msft was ahead of the curve in the mobile world, offering devices that were ahead of the game with email, internet browser and little things called apps. Now, they are standing on the sidelines watching their two main competitors gobble up two major mobile advertising companies. A lot is riding on Windows Mobile 7 and I have full confidence the product will be great, but I wonder if by missing out on these aquisitions Microsoft will be too late to the mobile ad dance.