As the world of the Internet comes closer and closer to the smartphones market, the concept of online advertising hasn’t been far behind. In fact, advertising is the key to the success of the web on mobile devices and some of the biggest names in the technology realm, Google and Apple Inc. have already got their own advertising networks in the form of AdMob and Quattro Wireless respectively, to serve advertisements on their indigenous smartphones, Google Nexus One and Apple iPhone series.

Now, another major player in the smartphone market, Research in Motion, the creator of the famed, Blackberry, is said to be on the lookout for a mobile advertising network to compete with the relentlessly growing wireless industry. As per sources, RIM had been in talks in Baltimore-based mobile ad network Millennial Media, but the negotiations came to an impasse, due to the differences in ascertaining the value of Millennial Media, where the ad network asked for a sum of $400 to $500 million for the acquisition, which was not acceptable by RIM.

One of the primary reasons for RIM’s decline of the buyout could be the fact that, at the time of acquisition of AdMob and Quattro Wireless, RIM had strongly stated that, both Google and Apple had overpaid for the deal. Even though the Blackberry brand is quite flourishing in the smartphone market, yet RIM has seen a steady decline in its shares, due to the rising popularity of the Apple iOS and the Google Android mobile operating platform.

Via PC World