Get Media Industry Alerts
Visit min's sister site:

Facebook  Twitter  LinkedIn   Google+   
Latest Issue »
Subscribe Now »
Get 4
Free Issues »

Apple to Acquire Quattro Wireless, Enters Ad Game

Tuesday, January 5, 2010

Apple Computer is set to announce its acquisition of mobile ad network and content developer Quattro Wireless, according to multiple reports, including AllThingsD and AdAge. The deal, valued at $250 million to $275 million, will put Apple into a new game: digital advertising. Quattro, while not as large as rivals AdMob or Millennial Media, is associated with leading content brands. Google announced it was purchasing AdMob for $750 million late last year.

The Quattro sale could directly affect magazine brands since the company has helped build and monetize mobile sites and apps for the likes of Car & Driver, Playboy, ELLE, Sports Illustrated and many others. This move could position Apple well for servicing print and media brands on its rumored tablet device.

Apple is new to the ad world, but this acquisition signals that it is ready to go head to head with Google over the entire mobile content and advertising ecosystem. It also demonstrates just how hot the mobile sector will become in 2010 and how much the major Web players hope to control it. Microsoft already operates a large mobile ad network, including much of the inventory on primary partner Verizon. AOL, which years ago acquired one of the earliest mobile ad networks, Third Screen Media, has been relatively dormant in the mobile arena, but it continues to exert a sizable footprint on the platform. Yahoo has had an aggressive mobile content and search outreach, but it may be the next major player to go shopping for a mobile ad network.

If you have breaking news to share please contact min's editors.

Friend Us on Facebook at

Up and Coming

min's Best of Web & Digital
Awards Breakfast
May 11 | NYC
Register Now!

min Day 
May 12 | NYC
Register Now!

Search Jobs
Media Jobs

White Papers
Get even smarter.  Need a quick primer on a media topic? Download a white paper!

Optimizing Your Printer Services - By MRI

Media Insights: minsider Viewpoints from the Front Lines - By min

View Whitepapers
min Contests

min contests
Want to sponsor a min contest?

Inside min This Week
Events Calendar

All Events

Free Eletters — Sign up Now