Feeds

Apple to splurge $275m on mobile ad broker

Quids thrown at Quattro

Eight steps to building an HP BladeSystem

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. ®

Securing Web Applications Made Simple and Scalable

More from The Register

next story
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
GoTenna: How does this 'magic' work?
An ideal product if you believe the Earth is flat
Telstra to KILL 2G network by end of 2016
GSM now stands for Grave-Seeking-Mobile network
Seeking LTE expert to insert small cells into BT customers' places
Is this the first step to a FON-a-like 4G network?
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
BlackBerry: Toss the server, mate... BES is in the CLOUD now
BlackBerry Enterprise Services takes aim at SMEs - but there's a catch
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.