Apple purchases mobile ad company Quattro

Apple has purchased mobile ad company Quattro Wireless, for a reported $300 million, according to The New York Times.

Apple has purchased mobile ad company Quattro Wireless, for a reported $300 million, according to The New York Times. The purchase was announced in a Quattro company blog January 5.

From the Times:

It will put the company into direct competition in the mobile ad market with Microsoft, Yahoo and Google, which in November agreed to acquire AdMob, another mobile advertising network, for $750 million. That acquisition has attracted antitrust scrutiny from the Federal Trade Commission. Apple had also been interested in buying AdMob, according to people with knowledge of that deal.

Wondering if this purchase will attract any of the criticisms Google recently faced for its similar acquisition?

Forrester Research analyst Julie Ask told the Financial Times that Apple will likely use Quattro as a way to attract app developers for its iPhone.

“Most apps are free, so many developers make money from ad revenues,” she said.

But Ms Ask warned that Quattro could be an odd fit for a company that has thus far specialised in making hardware and software. “It's not the most obvious match.” Apple was “not traditionally an advertising company”.

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