Mobile and social apps firm Cellfish has big ambitions in the music market, it seems. The company has acquired digital advertising firm ToneMedia for an undisclosed amount, and plans to use it to add “advanced advertising capabilities” across its network of services and apps. Those apps include Bandsintown, the gig-discovery service that Cellfish bought in September 2011. “Our revenues have primarily been generated from selling content, and with the addition of ToneMedia, we gain the scale and content distribution capabilities to monetize through advertising,” says Cellfish CEO Fabrice Sergent. The company says that ToneMedia is particularly useful because its business is already focused on music: selling ads to brands looking to place ads around music content and song lyrics online. It claims to be working with more than 50 publishers (sites) with a combined reach of 120m music fans – 55m of whom are in the US. Cellfish cites recent comScore figures suggesting ToneMedia is the third most popular cross-platform music property in the US after Vevo and MTV, and the most popular mobile music property.