ADOTAS – Revenge is a dish best served cold, the old Klingon proverb goes. Legend has it that Google swooped in at the last second and snatched AdMob from Apple. Now Apple is avenged (sorta) as it is about to announce its acquisition of Quattro Wireless as Google unveils its much slobbered-over new handset.
Because the actual presentation of the Nexus One seems more a formality than anything else as just about every detail of the handset has been discussed by the tech junkies ad nauseum, it seems Apple has swiped some steam from the Google machine, especially considering that this is the hardware/software-centric company’s first foray into interactive advertising.
Sources told Kara Swisher of All Things Digital’s “BoomTown” that the deal could be announced today and that the price tag is $275 million, a fraction of the $750 million Google is laying down for AdMob.Quattro is a multifaceted shop for the mobile sphere, provides audience targeting, mobile analytics and ad creation — including SMS, banners, video and interstitial ads. In addition, the company offers services for mobile website owners and app developers.
The latter could be a boon for Apple once it integrates Quattro’s technology into its developer platform. Monetized relationships with developers will allow Apple to manage mobile consumer’s interaction data regarding iPhone apps.
If both the AdMob and Quattro acquisitions go through, Apple and Google’s mobile rivalry is set to intensify exponentially. Certainly the acquisition buoys the notion that 2010 will be the year that mobile advertising breaks through the stratosphere. Cherry on top: TechCrunch heard that Microsoft tried to get in on the Quattro deal as well.