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Apple to buy mobile ad firm Quattro?

January 5, 2010
Apple looks set to buy mobile advertising company Quattro Wireless for $275 million (£172 million), as the company branches into the mobile advertising sector.

TechCrunch reports that the acquisition will mark a turning point for Apple, which has previously focused on selling devices, software and media products, but has not typically had a dedicated sales force for advertising. However, with the mobile advertising sector poised to boom, Apple is eager to take a bite out of the unfamiliar territory.

Quattro Wireless is a Massachusetts-based startup that offers companies and publishers advertising services across the mobile web, application and video platforms, and has been employed by companies such as Disney, Ford, NetFlix, the NFL, P&G, Time Inc. and Visa.

Apple made a previous attempt to enter the mobile advertising sector by bidding on AdMob, but was pipped to the post by Google at the eleventh hour. A TechCrunch source reported that there was originally talk of a $400 million Quattro deal, before Apple negotiated it down to $275 million. There were also rumours that competitor Microsoft was interested in snagging the advertising firm to advertise its own mobile products.

Google now both benefitting from the services of dedicated mobile advertising companies, for iPhone and Android products respectively, it remains to be seen which will come out on top as mobile advertising becomes an ever more significant issue in 2010.


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