Apple to splurge $275m on mobile ad broker
Quids thrown at Quattro
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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. ®
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COMMENTS
Eeek, my tiny brain hurts..
Google or Apple? Google's new shiny touch screen phone and Apple's new ad service...
"Twelve voices were shouting in anger, and they were all alike. No question, now, what had happened to the faces of the pigs. The creatures outside looked from pig to man, and from man to pig, and from pig to man again; but already it was impossible to say which was which."
Google and Apple's strategies converge
Apple, hardware company moves into advertising: bought a wireless ad broker (Quattro Wireless) to support their phone, soon to be announced tablet and cloud services.
Google, advertising company moves into hardware: attempts to buys a wireless ad broker (AdMob) to support their cloud services and soon to be announced phone and tablet.
Microsoft sit on the sidelines of the emergent mobile internet and cries like a fat girl in the corner at a party.
who the hell wants advertising?
this is a backwards step, and a BIG mistake
one of the things that has caused the TV experience to be so crap (apart from the atrocious programmes that is) is the incessant ad breaks, which become increasingly more frequent and longer
i rarely watch LIVE tv anymore, it is more chilled to tape and watch it later when the ads can be removed
to flood the internet with ads whilst the medium is still struggling with speeds, download limits and badly designed pages too full of irrelevant links is asking for trouble
a BAD MOVE Apple, trying the Google angle on for size is a DUMB MOVE
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