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Apple Closes Quattro’s Ad Network

iad-logo-140.gifApple has announced that it will close its Quattro Wirelesses mobile ad network in order to focus all of its resources on the iAd platform.

Apple just bought Quattro in January 2010, and has already stopped accepting any new campaigns on the network.

The move will not come as a surprise to many people, especially considering Apple’s lack of regard for competing mobile platforms; it would have been surprising had Apple continued to serve ads for rival Android or RIM devices. The move also reinforces the view that Apple’s primary reason for buying Quattro Wirelesses was more to do with its technology than its ad network.

Quattro Wireless, which was originally founded as a mobile site creator for premium brands, and who later launched its ad network in order to help monetise these sites, will now focus all of its resources on developing Apple’s platform. This will allow it to position itself as a high end niche network in a similar way that Apple positions itself.

Andy Miller, former Quattro Wireless CEO and VP of iAd wrote: “We believe iAd is the best mobile ad network in the world, and starting next month we’re going to focus all of our resources on the iAd advertising platform.”

However, according to Michael Chang, CEO of rival ad network Greystripe, the losers from this decision will be “their advertisers and developers. Advertisers care about audiences, reach and user engagement, not specific platforms, as the Android audience catches up to iPhone, and Blackberry continues to improve the potential for user engagement, these smartphone platforms will become increasingly important for advertisers.”

Boris Fridman, CEO of Crisp Wireless added that “The mobile advertising industry does not need more fragmentation. The entire mobile advertising industry will benefit when there is less friction and when one creative can run across the entire set of sites and apps in the media plan. This will result in more satisfied agencies and advertisers and ultimately in larger repeat buys.”

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07.09.2010    Tags: , , ,
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