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.
While ad fraud has become part of every marketer’s vocabulary, attribution fraud—the practice of gaming outdated attribution models to justify self-serving means—has ... read more
On Monday, Netflix reported that it added 370,000 new subscribers in the U.S. in the third quarter, 20% more than the 300,000 it ... read more
Snapchat Discover has been a hit with publishers that want access to the popular messaging app’s highly-desirable audience, and some reports even ... read more
Little more than a year ago, Facebook CEO Mark Zuckerberg streamed the first live video from Facebook headquarters. In April of this ... read more