Feeds

Apple to splurge $275m on mobile ad broker

Quids thrown at Quattro

Remote control for virtualized desktops

Apple is reportedly about to buy ad broker Quattro Wireless for $275m - a third of what Google hopes the regulator will let it pay for competing service AdMob.

The details come from All Things Digital, which reports that an announcement could come later today on Apple's coughing up for the ad broker. The deal will include the broker's technology for injecting advertising into mobile applications, including iPhone apps.

The deal follows Apple's much-rumoured attempt to buy competing service AdMob, which broke down when Google put $750m on the table to buy the company. AdMob is bigger than Quattro, and if the deal is approved it will give Google somewhere between 40 and 75 per cent of the mobile-advertising market, which is why that deal is still under investigation by the Federal Trade Commission.

Apple buying Quattro could be good news for Google, certainly giving the search giant a significant competitor at which to point to prove it's not operating a monopoly.

In-application advertising has been heralded as the next big thing for some decades now, but in mobile applications it seems to be happening. Email client Eudora had an advertising mode for years, and games often feature product placements these days, some of which can be updated remotely. But the always-connected nature of a mobile phone lends itself well to updatable advertising in applications.

Not that these technologies are limited to mobile phones; devices such as Amazon's Kindle are equally well connected and have pages of text crying out to be filled with advertising. As connectivity becomes ubiquitous so will embedded advertising, with Google and Apple competing to supply it. ®

Intelligent flash storage arrays

More from The Register

next story
Download alert: Nearly ALL top 100 Android, iOS paid apps hacked
Attack of the Clones? Yeah, but much, much scarier – report
Broadband sellers in the UK are UP TO no good, says Which?
Speedy network claims only apply to 10% of customers
Virgin Media struck dumb by NATIONWIDE packet loss balls-up
Turning it off and on again fixes glitch 12 HOURS LATER
Yahoo! blames! MONSTER! email! OUTAGE! on! CUT! CABLE! bungle!
Weekend woe for BT as telco struggles to restore service
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Facebook, working on Facebook at Work, works on Facebook. At Work
You don't want your cat or drunk pics at the office
Soz, web devs: Google snatches its Wallet off the table
Killing off web service in 3 months... but app-happy bonkers are fine
prev story

Whitepapers

Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
How to determine if cloud backup is right for your servers
Two key factors, technical feasibility and TCO economics, that backup and IT operations managers should consider when assessing cloud backup.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Internet Security Threat Report 2014
An overview and analysis of the year in global threat activity: identify, analyze, and provide commentary on emerging trends in the dynamic threat landscape.