Microsoft is in talks to acquire Third Screen Media, which provides ads for wireless Web sites that are viewed on mobile devices such as phones, according to a Wall Street Journal report Thursday. Microsoft is hoping to cash in on growing mobile spending by advertisers.

Third Screen's technology, which is used by companies such as The Weather Channel and USA Today, would likely be integrated into the MSN adCenter product. Microsoft is bulking up its advertising arsenal in order to compete with Google, which dominates the market. The Redmond company also purchased video game advertiser Massive last month.