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Apple to buy mobile ad company Quattro Wireless - report

post #1 of 46
Thread Starter 
Apple is poised to announce that it has acquired mobile advertising outfit Quattro Wireless for $275 million.

Apple is set to announce the purchase of mobile advertiser Quattro Wireless for $275 million, according to Kara Swisher at AllThingsDigital. Apple's announcement may come as early as Tuesday.

Quattro's advertising network includes iPhone, Android, and other Smartphone apps as well as thousands of mobile websites. The Waltham, Mass.-based company has a client list containing names such as Disney, Visa, and Ford.

Quattro is a direct competitor to AdMob, a company that Apple had reportedly courted before it was ultimately acquired by Google early in November for $750 million.

The FTC has been actively reviewing the AdMob acquisition due to concerns that Google could effectively monopolize the mobile ad market by leveraging its existing AdSense and DoubleClick programs.

Apple's acquisition of Quattro Wireless can be seen as an attempt to win back some of the market it lost when AdMob was purchased by Google.

The Google/Apple rivalry is poised to heat up even more with the Google's forthcoming announcement of the Android-powered Nexus One, a phone that Google plans on selling directly via the web. Today, it was reported that user interest and satisfaction in the Android OS was approaching that of the iPhone.
post #2 of 46
Now do people here understand when I said it was a mistake allowing Eric on the board of Apple?

Can't you see what's going on?


Either Steve and Eric got together and decided to carve up the world or Eric was at Apple to be a mole for his own endeavors.
The danger is that we sleepwalk into a world where cabals of corporations control not only the mainstream devices and the software on them, but also the entire ecosystem of online services around...
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The danger is that we sleepwalk into a world where cabals of corporations control not only the mainstream devices and the software on them, but also the entire ecosystem of online services around...
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post #3 of 46
Meh advertising is potentially lucrative but hardly grounbreaking.
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post #4 of 46
Quote:
Originally Posted by MacTripper View Post

Now do people here understand when I said it was a mistake allowing Eric on the board of Apple?

Can't you see what's going on?


Either Steve and Eric got together and decided to carve up the world or Eric was at Apple to be a mole for his own endeavors.

I think the second scenario is more likely.

Eric even looks like a mole man.
post #5 of 46
Its funny that microsoft did not buy this company. They kinda needed it seeing as they are in the search business and all. Apple does not search and niether does it display any ads anywhere (not even on their Comps, hint hint Made for Windows 7 logos) . Ultimately, unless apple plans to do search, it will be hard for them to match their efforts against Google.

Maybe they'll team up with Bing to create the iBing, but honestly this is more of a defensive move then any challenge to Google. Android on the other hand...
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post #6 of 46
Quote:
Originally Posted by sheff View Post

Its funny that microsoft did not buy this company. They kinda needed it seeing as they are in the search business and all. Apple does not search and niether does it display any ads anywhere (not even on their Comps, hint hint Made for Windows 7 logos) . Ultimately, unless apple plans to do search, it will be hard for them to match their efforts against Google.

Maybe they'll team up with Bing to create the iBing, but honestly this is more of a defensive move then any challenge to Google. Android on the other hand...

Apple doesn't show ads, but one of their most valuable assets is their iPhone SDK, and there is a lot of ad-supported software on their platform. Including some sort of ad service in the iPhone SDK for third party apps could both enable more apps and give Apple a cut of all that revenue.
post #7 of 46
Wow. This is the beginning of AAPL's play seriously moving into the wireless arena. Today they do this compete with Google, tomorrow...? Remember, the Apple war chest keeps growing and there are a lot of undervalued companies that could be great acquisitions for them.

This is a smart move. Not only will Apple own the content creation tools, but the distribution AND the advertising. Talk about a 360 degree program!

Also interesting to note that Quattro is an Android dev and they work with WAP, J2ME, RIM, Symbian and Palm.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #8 of 46
Quote:
Originally Posted by Booga View Post

Apple doesn't show ads, but one of their most valuable assets is their iPhone SDK, and there is a lot of ad-supported software on their platform. Including some sort of ad service in the iPhone SDK for third party apps could both enable more apps and give Apple a cut of all that revenue.

I dunno, I guess I'm old fashioned but advertising is just shite to me. Hearing Apple bought an advertising company is like hearing a well liked friend secretly has some bizarre fetish that just disgusts you.

The kind of apps that are "ad supported" are all garbage. They are deceptive rip-offs at the best of times. Apple making it easier for those kind of apps to be made and taking a cut of the revenue sounds again kind of like they are just getting into things that they shouldn't.

I also find it ironic that Apple is being so uber-christian and squeaky clean about apps in the app store (because nudity is immoral and sex is bad or something?), but they turn around and sell advertising?

If anything is closer to being "of the devil" or immoral, it's advertising, not sex. The entire industry is based on deception and misdirection.
post #9 of 46
Maybe digital ads for the tablet. Electronic magazines and streaming television subscriptions with digital ads?

Or maybe they will just use them to profile their iTunes users to recommend Apps and other content.

Perhaps it is just to get the DOJ off of Googles back? A secret plot to kill Bing?
post #10 of 46
Quote:
Originally Posted by Gazoobee View Post

I dunno, I guess I'm old fashioned but advertising is just shite to me. Hearing Apple bought an advertising company is like hearing a well liked friend secretly has some bizarre fetish that just disgusts you.

The kind of apps that are "ad supported" are all garbage. They are deceptive rip-offs at the best of times. Apple making it easier for those kind of apps to be made and taking a cut of the revenue sounds again kind of like they are just getting into things that they shouldn't.

I also find it ironic that Apple is being so uber-christian and squeaky clean about apps in the app store (because nudity is immoral and sex is bad or something?), but they turn around and sell advertising?

If anything is closer to being "of the devil" or immoral, it's advertising, not sex. The entire industry is based on deception and misdirection.

Nah... well done advertising is the stuff that turns good products into great products by creating a story for the consumer. A story that makes people dream and talk about that product like they may never have a complete life until they own it, and they might well be talked about like a pariah behind their back until they can hold this magical product in their own hands like a baby... Ladies and gentlemen, introducing the Apple iWedgie™!

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #11 of 46
Can these ad companies provide any type of technical additions to AAPL which they could leverage?

Normally othervise it's traditionally wise to let other companies get a share of revenue to make them happya and loyal. Trying to be everything can in the long run proove difficult and even devastating.
post #12 of 46
Quote:
Originally Posted by Gazoobee View Post

I dunno, I guess I'm old fashioned but advertising is just shite to me. Hearing Apple bought an advertising company is like hearing a well liked friend secretly has some bizarre fetish that just disgusts you.

The kind of apps that are "ad supported" are all garbage. They are deceptive rip-offs at the best of times. Apple making it easier for those kind of apps to be made and taking a cut of the revenue sounds again kind of like they are just getting into things that they shouldn't.

I also find it ironic that Apple is being so uber-christian and squeaky clean about apps in the app store (because nudity is immoral and sex is bad or something?), but they turn around and sell advertising?

If anything is closer to being "of the devil" or immoral, it's advertising, not sex. The entire industry is based on deception and misdirection.

Right on!

Quote:
Originally Posted by SpamSandwich View Post

Nah... well done advertising is the stuff that turns good products into great products by creating a story for the consumer. A story that makes people dream and talk about that product like they may never have a complete life until they own it, and they might well be talked about like a pariah behind their back until they can hold this magical product in their own hands like a baby... Ladies and gentlemen, introducing the Apple iWedgie!

How many ads are worth a crap? 1%? I'm watching cable TV, and right now a cereal commercial is trying to sell the sugary kiddy crack because "it has vitamin D!". Whoopee!!! Lies, misdirection, and deception.

Mac Mini, iPhone 4S, AppleTV, iPad.

-------------------------------------------------------
Mac user since 1996 ("The Dark Days")

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Mac Mini, iPhone 4S, AppleTV, iPad.

-------------------------------------------------------
Mac user since 1996 ("The Dark Days")

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post #13 of 46
Another revenue stream that will play nice with the AppleTV and subsidize its content. Don't assume this is just for mobile advertising.

I'm sure Apple will bring this to their mobile devices too and maybe shut-out competitors. The DOJ will be watching.
post #14 of 46
I miss Apple Computer.\
2011 13" 2.3 MBP, 2006 15" 2.16 MBP, iPhone 4, iPod Shuffle, AEBS, AppleTV2 with XBMC.
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2011 13" 2.3 MBP, 2006 15" 2.16 MBP, iPhone 4, iPod Shuffle, AEBS, AppleTV2 with XBMC.
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post #15 of 46
Doesn't this mean Apple can now make money off Android as it grows... and Google with admob makes money as the Appstore grows?
post #16 of 46
So now Apple has LaLa and an ad-delivery company. Since they own a substantial platform (iPhone of course), they can optimize those services for that platform. But they're missing the biggest piece of the online picture: A search engine. The purchase of a search engine now seems inevitable. How long will it be before they buy one - and who will it be?
post #17 of 46
maybe they should buy Bing!



Quote:
Originally Posted by Mister Snitch View Post

So now Apple has LaLa and an ad-delivery company. Since they own a substantial platform (iPhone of course), they can optimize those services for that platform. But they're missing the biggest piece of the online picture: A search engine. The purchase of a search engine now seems inevitable. How long will it be before they buy one - and who will it be?
post #18 of 46
Quote:
Originally Posted by Mister Snitch View Post

So now Apple has LaLa and an ad-delivery company. Since they own a substantial platform (iPhone of course), they can optimize those services for that platform. But they're missing the biggest piece of the online picture: A search engine. The purchase of a search engine now seems inevitable. How long will it be before they buy one - and who will it be?

Thats a good point.

Because technically they even have mapping and office apps that they can use too.

So really search is the only area where they are lacking.

But then with a lot of the companies starting to combine (eg yahoo and bing!) to compete with Google there is not that many unique search engines of merit out there.

[Edit... maybe there are more than i realised]
http://thesearchenginelist.com/
post #19 of 46
This is brillant on Apple's part, IMHO.

First they paid 1/3 of what Google did for a mobile advertising firm. I don't think Apple needed to buy the market leader (AdMob) since Apple is already the market leader (AppStore). I think they'll do just fine with Quattro.

Second, Apple hs been losing money, or failing to capitalize on all the "free" ad supported iPhone apps. They'll start getting a cut from those free Apps, and don't be surprised to see some sort of incentive to use Apple/Quattro advertising model in the free apps... knowing Apple that might even be as heavy handed as forcing free apps to use Apple's banner ad servers with a reveune split between Apple and the developer... this would devestate AdMob.

Third, recall Apple's patent on ad-supported OSs. I could easily see a tablet's 3G service get subsidized by Apple/Mobile OS served ads.

Finally, the coup de grâce... recall Apple recently purchased a location based mapping company. Suddenly Apple is postioned to do location based advertising on both phones and tablets.

I don't see them getting into generic search advertsing like Google does, just targeted location based advertising and mobile app banner advertising.
post #20 of 46
Quote:
Originally Posted by MacTripper View Post

Now do people here understand when I said it was a mistake allowing Eric on the board of Apple?

Can't you see what's going on?

You must be some kind of techno-geek-genius.

Yeah we all know that this has been happening for some time. This is not news. You must have been living under a rock for some time.

Good for Apple. They need this. They should have tried to outbid Google for Admob but this is a start. Apple obviously knows they need to have more universal revenue streams to keep the company moving forwardly expanding.
post #21 of 46
Not that I'm gonna say Apple are clueless about the situation, but reports drill that into our minds active.
The advertising capability in itself is poor value. The value is in the fact, that the simple gesture by AdMob, being controlled by Google, can in theory make the whole G of app-crap makers slink right that second.

We mean Apple no harm.

People are lovers, basically. -- Engadget livebloggers at the iPad mini event.

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We mean Apple no harm.

People are lovers, basically. -- Engadget livebloggers at the iPad mini event.

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post #22 of 46
Way to go Apple, by covering the mobile advertising bases. Since AdMob is likely going to Google, you needed a way to get into the mobile smartphone Ad business.

There is probably something more to this, and perhaps a tie-in with the new tablet. Maybe an option for an advertising supported free wireless (WiFi or 3G?) Internet service for tablet, iPhone, iPod touch and Mac users?
post #23 of 46
Good move Apple. I had actually guessed this might happen, now I'm wishing I spoke up.
I can see many people deserting admob pretty rapidly, myself for one.
post #24 of 46
What it means is that Apple can head off the threat of a monopoly in Internet advertising in the App store brought about by Google's acquisition of AdMob.

AdMob also generates large amounts of information about it's users, information which will be spoonfed directly to Google.
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post #25 of 46
can someone enlighten me?

How do these mobile ad companies start, how do they advertise/deliver and what is the tech behind the biz?

Thanks
post #26 of 46
Quote:
Originally Posted by MacTripper View Post

Now do people here understand when I said it was a mistake allowing Eric on the board of Apple?

Can't you see what's going on?


Either Steve and Eric got together and decided to carve up the world or Eric was at Apple to be a mole for his own endeavors.

Yeah, cause we all know it's above Steve Jobs to 'borrow' ideas, people, or products.
post #27 of 46
Quote:
Originally Posted by SpamSandwich View Post

Nah... well done advertising is the stuff that turns good products into great products by creating a story for the consumer. A story that makes people dream and talk about that product like they may never have a complete life until they own it, and they might well be talked about like a pariah behind their back until they can hold this magical product in their own hands like a baby... Ladies and gentlemen, introducing the Apple iWedgie™!

Actually what you described is marketing, not advertising. Advertising is one component of marketing. But, Apple doesn't really advertise like that.
post #28 of 46
Quote:
Originally Posted by success View Post

can someone enlighten me?

How do these mobile ad companies start, how do they advertise/deliver and what is the tech behind the biz?

Thanks

wow
great ?
i know that my biz parters place tailored ads in tiny markets for pennies an hour from short durations
>>> say a taco ad from 2:30 pm to 4:45 pm in Dallas forth worth market > when some one googles Tex-Mex or something with a key word that refers to tacos / you may see his ad placed third in line under the sponsored ads area

i am a cancer survivor and many site's i visit all of a sudden show all kinds of cancer ads
even this site at time does this to me
even more crazy is that IF A topic here jumps to an odd subject you may start to see ads about that odd subject all of a sudden
even weirder is that only some screens will see that ad .

f..google

my 2 cents
whats in a name ? 
beatles
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whats in a name ? 
beatles
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post #29 of 46
Quote:
Originally Posted by MacTripper View Post

Now do people here understand when I said it was a mistake allowing Eric on the board of Apple?

Can't you see what's going on?


Either Steve and Eric got together and decided to carve up the world or Eric was at Apple to be a mole for his own endeavors.

You got that right MacT! Eric was like the Google Tojan Horse. Making Google and their Maps the default app for the iPhone was similar. I am just surprised SJ allowed that to happen, considering how security conscious he and Apple are. So was Troy with its fortress until they got suckered.

Google is nothing but a freeloader (aka parasite!)... produces no content, but is a parasite that exploits others content.
post #30 of 46
Quote:
Originally Posted by SpamSandwich View Post

Nah... well done advertising is the stuff that turns good products into great products by creating a story for the consumer. A story that makes people dream and talk about that product like they may never have a complete life until they own it, and they might well be talked about like a pariah behind their back until they can hold this magical product in their own hands like a baby... Ladies and gentlemen, introducing the Apple iWedgie!

Advertising always reflects the target population. You have a smart, sophisticated, thinking population then you get ads that are witty and informative without being deceptive. You have a population that considers People Magazine to be intellectual reading, believe in astrology, junk science, creationism and Drs. Phil & Laura, then you get the ads we get-- shouty, simple-minded, and downright deceptive.
post #31 of 46
Quote:
Originally Posted by 8CoreWhore View Post

I miss Apple Computer.\

So do I

I make my LIVING with many Apple COMPUTERS, and I fear, those days might come to an end.

Apple won't spilt up the divisions, because the computer division will look horrible on paper.

Anyone else see this coming

- Apple, Inc.

- Apple Media Empire

- Apple

- BIG Apple, GOOD Apple

- Apple Wireless

Skip
post #32 of 46
Quote:
Originally Posted by Booga View Post

Apple doesn't show ads, but one of their most valuable assets is their iPhone SDK, and there is a lot of ad-supported software on their platform. Including some sort of ad service in the iPhone SDK for third party apps could both enable more apps and give Apple a cut of all that revenue.

Good point.
--SHEFFmachine out
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--SHEFFmachine out
Da Bears!
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post #33 of 46
Quote:
Originally Posted by ncee View Post

So do I

I make my LIVING with many Apple COMPUTERS, and I fear, those days might come to an end.

Apple won't spilt up the divisions, because the computer division will look horrible on paper.

Skip

Where do you get those drugs, because they must be a lot better than mine.

"the computer division will look horrible on paper"

Have you paid attention to ANYTHING going on at Apple over the past 5 years?

They have 91% of the retail market for computers over $1,000. In what world does Apple's 30+% margins and huge annual market share gains "look horrible on paper."

This is by far the most profitable COMPUTER company in the world and they only expand that lead quarter after quarter after quarter.
post #34 of 46
Apple TV will come again.

It doesn't look good value next to the PS3. But Sony and M$ are losing money on each piece of hardware. That's their lookout. Apple doesn't lose money on hardware.

I'd guess the Apple TV 'hobby' will have a hardware bump at some point. And it's finest hour is yet to be. Speculatively.

I guess it will be a router/hub for App store content at some point. Games, Movies, Music, Internet all controlled via the iSlate.

Once sub' tv via the iTunes is secured...that's a big arm lock to break the cable monopoly.

App store. Apple are a conduit to content delivery. They just need to fracture the traditional power bases of content of TV like they did music and with the phone companies...and they're done. They're ahead with the iTunes and App stores.

Looks like an unassailable lead. The iSlate is going to be one of the last parts of the jigsaw.

If Steve Jobs is making this up as he goes along...then you gotta hand it to him but I suspect he knows where things are going...with the 'next big thing.'


Lemon Bon Bon.

You know, for a company that specializes in the video-graphics market, you'd think that they would offer top-of-the-line GPUs...

 

WITH THE NEW MAC PRO THEY FINALLY DID!  (But you bend over for it.)

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You know, for a company that specializes in the video-graphics market, you'd think that they would offer top-of-the-line GPUs...

 

WITH THE NEW MAC PRO THEY FINALLY DID!  (But you bend over for it.)

Reply
post #35 of 46
I don't see Google as a threat. So they make a phone. So what? Where is the rest of their hardware? Their OS?

They're an 'ad' company with a search engine and some 'free' software. I don't use any of it bar google search. I could stop using Google search.

I couldn't imagine stopping using my iMac. Google don't do anything as beautiful as most Apple products. I'm not worried about them.

Wake me up when Google are number one in phones, web browsers, OS, computers...apps stores, music stores...etc. Oh. They're no where near in any of those.

Big data centre Apple is building?

I think Apple could do a search engine. Remember 'sherlock'? I think if Apple do a search engine they'll punch Google's lights out.

Yahoo had it all and they fell. Fickle search engines are.

Lemon Bon Bon.

You know, for a company that specializes in the video-graphics market, you'd think that they would offer top-of-the-line GPUs...

 

WITH THE NEW MAC PRO THEY FINALLY DID!  (But you bend over for it.)

Reply

You know, for a company that specializes in the video-graphics market, you'd think that they would offer top-of-the-line GPUs...

 

WITH THE NEW MAC PRO THEY FINALLY DID!  (But you bend over for it.)

Reply
post #36 of 46
Quote:
Originally Posted by brucep View Post

wow
great ?
i know that my biz parters place tailored ads in tiny markets for pennies an hour from short durations
>>> say a taco ad from 2:30 pm to 4:45 pm in Dallas forth worth market > when some one googles Tex-Mex or something with a key word that refers to tacos / you may see his ad placed third in line under the sponsored ads area

i am a cancer survivor and many site's i visit all of a sudden show all kinds of cancer ads
even this site at time does this to me
even more crazy is that IF A topic here jumps to an odd subject you may start to see ads about that odd subject all of a sudden
even weirder is that only some screens will see that ad .

f..google

my 2 cents

Thanks but I've seen these small banner ads in some free apps. How are they placed in the apps? Are these fixed or rotating banners? EDIT: Actually they're rotating because I've seen them rotate....so is there a designated x/y area that receives the banners? This is a fixed size? Who puts the ad code in the app? How is the ad tracked? How much do they have to pay Admob or Quattro?
post #37 of 46
Quote:
Originally Posted by AppleInsider View Post

The FTC has been actively reviewing the AdMob acquisition due to concerns that Google could effectively monopolize the mobile ad market by leveraging its existing AdSense and DoubleClick programs.

Speaking of monopolies, do you want to download Google Chrome, an amazing fast new browser!!!

If you missed that the first time I'll make it bigger!

Do you want to download Google Chrome, an amazing fast new browser!!!

This comment is sponsored and tracked by the Google Gods.
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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post #38 of 46
Quote:
Originally Posted by esummers View Post

Or maybe they will just use them to profile their iTunes users to recommend Apps and other content.

You'll buy the Palm Pre and the first App you download will have an Ad showing you all the great apps on the iPhone!
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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post #39 of 46
Quote:
Originally Posted by 8CoreWhore View Post

I miss Apple Computer.\

You can staying living in the past if you want.
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
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post #40 of 46
Quote:
Originally Posted by MacTripper View Post

Now do people here understand when I said it was a mistake allowing Eric on the board of Apple?

Can't you see what's going on?


Either Steve and Eric got together and decided to carve up the world or Eric was at Apple to be a mole for his own endeavors.

Love these armchair quarterbacks.

Daniel Swanson

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Daniel Swanson

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