Apple shuts Quattro to focus on iAd mobile ad platform

August 20, 2010
Apple CEO Steve Jobs announces iAd, part of the iPhone OS4 software, during an Apple special event April 2010 in Cupertino, California. Apple on Friday confirmed it is shutting recently-acquired Quattro Wireless mobile advertising service to focus on its new iAd platform that targets only the iconic firm's devices.

Apple on Friday confirmed it is shutting recently-acquired Quattro Wireless mobile advertising service to focus on its new iAd platform that targets only the iconic firm's devices.

"iAd is helping advertisers reach millions of iPhone and iPod touch users with dynamic, engaging ads right in their favorite apps, and is creating a new revenue stream for developers," Apple said in an email response to an AFP inquiry.

"Advertisers and developers have seen dramatic results since the network launched July 1, and starting next month we're going to focus all of our resources on the iAd advertising platform."

Quattro customers have been sent notice that the service will be shut down at the end of the month in an Apple shift to iAd.

While Quattro delivered mobile advertising to all types of Internet-linked mobile phones, including those running on Google-backed Android software, the iAd platform exclusively targets Apple gadgets such as the and .

Apple bought Quattro in January in a deal unofficially valued at 275 million dollars (US).

The acquisition was seen as part of a battle between Apple and Google in the fast-growing and lucrative mobile telephone market.

Late last year, bought Quattro rival AdMob for 750 million dollars and on the same day that the Internet powerhouse threw down the gauntlet to Apple by unveiling its own , the Nexus One.

Explore further: Google completes AdMob purchase

Related Stories

Google completes AdMob purchase

May 27, 2010

Google on Thursday said it has completed its purchase of mobile advertising network AdMob and is eagerly integrating its technology into the Internet giant's services.

Apple buying mobile ad company Quattro Wireless

January 5, 2010

(AP) -- Apple is buying the mobile advertising company Quattro Wireless. It's a bet on the future of cell phone ads and steps up competition with rival Silicon Valley powerhouse Google.

Google, Apple rivalry heats up

April 10, 2010

Google is the undisputed king when it comes to raking in advertising dollars on the Internet, but Apple wants the crown when it comes to ads on mobile devices.

Google will 'fight' for AdMob: Schmidt

May 20, 2010

Google is prepared to "fight" if US regulators seek to block the Internet giant's purchase of mobile telephone advertising company AdMob, chief executive Eric Schmidt said Thursday.

Apple iPhone to soon get long-sought multitasking

April 8, 2010

(AP) -- Apple Inc.'s iPhone and iPad devices will soon be able to run more than one program at a time, an ability that phones from Apple's rivals already offer and that iPhone owners have long sought.

Recommended for you

US prepares to cede key role for internet

September 29, 2016

The US government is set to cut the final thread of its oversight of the internet, yielding a largely symbolic but nevertheless significant role over the online address system.

Android's Nougat update isn't flashy, but still pretty handy

September 28, 2016

Nougat, Google's latest update of its Android smartphone software, isn't particularly flashy; you might not even notice what's different about it at first. But it offers a number of practical time-saving features, plus a ...

MIT's flea market specializes in rare, obscure electronics

September 25, 2016

Once a month in the summer, a small parking lot on the Massachusetts Institute of Technology's campus transforms into a high-tech flea market known for its outlandish offerings. Tables overflow with antique radio equipment, ...

First test of driverless minibus in Paris Saturday

September 24, 2016

The French capital's transport authority will on Saturday carry out its first test of a driverless minibus, in the hope that regular routes for the hi-tech vehicles will be up and running within two years.

1 comment

Adjust slider to filter visible comments by rank

Display comments: newest first

Chef
5 / 5 (1) Aug 21, 2010
I'm getting really iTired of hearing iThis and iThat. Enough already. Hey Apple, cut it out. Using the "i" for everything really iSucks.

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.