Apple has confirmed rumours on Monday that it planned to buy mobile ad company Quattro Wireless with an announcement today.
In a Quattro blog post on Tuesday, Andy Miller, Vice President, Mobile Advertising at Apple and former Quattro Chief Executive wrote:
"Happy New Year from Quattro Wireless! We are thrilled to let you know that Apple has acquired Quattro. We want to share with you our excitement about this news and what it means for our customers."
"We have built our business by enabling advertisers to reach the right consumers across the mobile web and in applications. We remain focused on delivering more engaging, relevant and useful ads to mobile devices, and improving the measurement and execution of digital campaigns. Together with Apple, we look forward to developing exciting new opportunities in the future that will benefit our customers."
Apple's Miller adds that for now offerings and services users receive from Quattro Wireless will not change, and will remain the same across all devices and platforms.
"We look forward to working with you during this exciting time."
The announcement comes after Google announced plans in November to buy AdMob, another mobile ad provider, for $750 million. Monday's reports suggested that Apple might pay $275/£171 million to purchase Quattro Wireless although no official price has been announced.
Both Quattro and AdMob focus on in-application and other types of mobile ads, which are displayed on smartphones like the iPhone or those that run Google's Android operating system.
Apple shares rose 96 cents to $214.97 in Tuesday's trading session.
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Comments received
Mark Hattersley said on Tue, 05 Jan 2010
Interesting. Wonder what use it has for a Mobile Ad company?
Apple rarely buys companies unless it has a specific use for them already planned out. Maybe they're going to set up some ad network for App Developers, or have an ad network for people creating content for the tablet.
Che said on Wed, 06 Jan 2010
If you remember they recently submitted a patent to freeze an OS and push adverts.
www.pcpro.co.uk/news/353359/apple-patent-forces-ads-on-mac-users
Mark Hattersley said on Wed, 06 Jan 2010
Maybe. That still sounds a horrible idea though and this is mobile advertising. The idea of freezing an OS until you look at an advert seems so 'un-Apple' somehow.
Charging £650 for a Tablet PC is Apple's game; not giving one away for cheap that freezes if you don't look at ads.
Che said on Wed, 06 Jan 2010
It is very 'un-Apple', but then so is buying a mobile advertising business but they have patented one and purchased the other.
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