Apple iPhone Ad Platform Could Make Google's Day
If that's true, it's a move that may also help Google, and Google's much-scrutinized pursuit of AdMob.
Citing "sources familiar with the company's plans," All Things D on Tuesday reported Apple will unveil the ad platform Thursday.
As All Things D's Peter Kafka suggests, it makes perfect sense, seeing as Apple acquired Quattro Wireless in January. That deal, for $275 million, gave Apple a company that specializes in mobile app advertising and kicked off speculation that Apple would begin a major push toward creating an ad network for its vibrant iPhone developer community.
A mobile ad platform would also give Apple more firepower against Google, which is attempting to acquire AdMob, another mobile ad platform, for $750 million. It could help Google, too.
Google's efforts have thus far been stymied by the Federal Trade Commission (FTC), which is investigating whether Google owning AdMob has antitrust implications. If Google can demonstrate that it has competition in the space -- say, a major technology player owning a rival mobile ad service and offering a rival mobile ad platform -- it'll have an easier time convincing the FTC and other federal regulators to sign off on its AdMob purchase.
Google itself has been saying as much. The week that Apple confirmed its Quattro acquisition, Paul Feng, Google group product manager, wrote on Google's Public Policy Blog that the move is a great one for the whole space.
"Today's news that Apple is acquiring one of AdMob's competitors, Quattro Wireless, is further proof that the mobile advertising space continues to be competitive.," Feng wrote. "And with more investments and acquisitions in the space, including from established players like Apple and Google, that's a sign that vigorous growth and competition will continue. That's ultimately great for users, advertisers and publishers alike."