Just weeks after Google announced it will acquire mobile advertiser Admob, Apple is set to acquire Quattro Wireless to get an ad network all of its own. The question is how do mobile ads fit into Apple’s strategy?
According to Kara Swisher of All Things Digital, Apple is set to pay $275 million for Waltham, Mass based mobile ad provider Quattro Wireless. That’s a much smaller price tag than the $750 million that Google paid for Admob.
While the mobile advertising market is still relatively small, it is expected to explode in the next few years. However there’s one glaring difference between Google and Apple: advertising is Google’s core competency.
In fact, this move represents Apple’s entrance to not only online advertising, but Web services as a whole. The only Web offering that Apple had to date was the MobileMe, which is a back-up system for the iPhone that was built around its hardware business.