January 5, 2010 12:26pm
UPDATE: Quattro has posted on their site that Apple has purchased them. It reads “We are thrilled to let you know that Apple has acquired Quattro. We want to share with you our excitement about this news and what it means for our customers. We have built our business by enabling advertisers to reach the right consumers across the mobile web and in applications. We remain focused on delivering more engaging, relevant and useful ads to mobile devices, and improving the measurement and execution of digital campaigns. Together with Apple, we look forward to developing exciting new opportunities in the future that will benefit our customers.”
Recently Google swallowed mobile ad network AdMob for $750 million and now according to the WSJ Apple is rumoured to be buying Quattro Wireless. The price tag is $275 million and will give them a foot into a space they are not yet involved in. While Apple owns everything within the iPhone they will now capitalize on getting ad revenue. Still nothing official from Apple, however they did previously file a patent called “enforcement routine” with the intent of having the user click on advertising. This purchase of Quattro just might speed up that process.
The patent reads: “Its distinctive feature is a design that doesn’t simply invite a user to pay attention to an ad — it also compels attention. The technology can freeze the device until the user clicks a button or answers a test question to demonstrate that he or she has dutifully noticed the commercial message. Because this technology would be embedded in the innermost core of the device, the ads could appear on the screen at any time, no matter what one is doing.”