Feeds

Apple to splurge $275m on mobile ad broker

Quids thrown at Quattro

Providing a secure and efficient Helpdesk

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. ®

Security for virtualized datacentres

More from The Register

next story
TEEN RAMPAGE: Kids in iPhone 6 'Will it bend' YouTube 'prank'
iPhones bent in Norwich? As if the place wasn't weird enough
Consumers agree to give up first-born child for free Wi-Fi – survey
This Herod network's ace – but crap reception in bullrushes
Crouching tiger, FAST ASLEEP dragon: Smugglers can't shift iPhone 6s
China's grey market reports 'sluggish' sales of Apple mobe
Sea-Me-We 5 construction starts
New sub cable to go live 2016
New EU digi-commish struggles with concepts of net neutrality
Oettinger all about the infrastructure – but not big on substance
PEAK IPV4? Global IPv6 traffic is growing, DDoS dying, says Akamai
First time the cache network has seen drop in use of 32-bit-wide IP addresses
EE coughs to BROKEN data usage metrics BLUNDER that short-changes customers
Carrier apologises for 'inflated' measurements cockup
Comcast: Help, help, FCC. Netflix and pals are EXTORTIONISTS
The others guys are being mean so therefore ... monopoly all good, yeah?
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.