Apple Buys Mobile Ad Net Quattro

Deal is Apple's first big foray into the ad marketplace.

Apple has signed an agreement to acquire mobile ad firm Quattro Wireless, BoomTown reported. (Update: Quattro has confirmed the deal in a note published on its site.)

The deal comes close on the heels of Google’s agreement to buy AdMob, which Apple also reportedly bid on. If it goes through, other companies in the mobile ad space may become acquisition targets as well. Millenial Media, Greystripe, Mojiva, and JumpTap all run independent mobile ad platforms.

Waltham, MA-based Quattro offers ad creation, landing pages, and measurement of mobile campaigns. Its ad formats include SMS, banners, interstitial ads, and video formats. Brands such as Ford, P&G, and Disney have used it to place ad buys on mobile Web sites and apps. On the publisher side, it serves mobile Web site owners and application developers.

For Apple, buying Quattro represents its first foray into interactive advertising as a company that has long been laser-focused on hardware and software. For one, it would oversee a direct sales team selling display inventory to agencies and brands.

Yet some have speculated Apple’s interest in Quattro may have more to do with maintaining business ties with app developers who are building experiences for iPhone and iTouch than with earning mobile ad revenue.

For instance, once it integrates Quattro’s technology with its developer platform, Apple could offer incentives for third parties to choose its baked-in monetization solution over those of AdMob and Google. That would let Apple control data on how mobile consumers are interacting with iPhone apps — which in turn could hamper Google’s competing smartphone ambitions as it seeks to build an app ecosystem for phones built on its Android platform.

Meanwhile, Google’s plan to buy AdMob has faced a small stumbling block in the form of a “second request” from the Federal Trade Commission, suggesting the agency intends to continue to review the deal.

BoomTown pegged the value of Apple’s accepted offer for Quattro at $275 million.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource