Forbes is reporting that Apple has just completed acquisition of Quattro Wireless, a mobile ad technology business which helps marketers “reach the right consumers across the mobile web and in applications.” The Forbes article puts the company sale at $275 million, bringing Apple into the mobile ad market for the first time.
Just yesterday, Mobile Mandala’s Mark Jaffe offered his opinions on how the current kings of mobile business, including Apple, would have to adapt in order to stay on top in the coming year. Among his suggestions were a need for Apple to stay competitive with hungry competitors like Google, and a shift towards narrower, more personal advertising — perhaps within a user’s own apps. With this move, Apple seems to have already planned for just these shifts.
Speaking to Forbes about the buyout, eMarketer’s Noah Elkin suggests that Apple is paving the way for easier advertising channels for their developers. With the company just having announced their 3 billionth app download, having an in-house ad tech company will certainly open up new possibilities for Apple to see even more return from their users.