As we reported a little while ago Apple purchased mobile device ad firm Quattro Wireless after taking too long to decide to buy AdMob, and having Google snap it up in a defensive move. I saw this as a savvy tactical play from Apple in more than one way : [touchreviews.net]
Effectively Apple got Google to pay over the odds for AdMob, and Google’s purchase has still not been completed due to the concerns of regulators in the US. These regulators are worried that Google would increase it’s control of internet advertising beyond an acceptable level with ownership of Admob as well as their existing AdSense network.
Ironically Apple’s announcement, widely expected on Thursday at their iPhone OS 4.0 event, is expected to clear the way for regulators to approve Google’s acquisition of AdMob.
Some pundits are saying that Apple will only offer their advertising network on Apple devices. While this may be true initially. It seems a dumb position to take. Expect Apple to see the value of being able to advertise and take revenue from other mobile devices such as Android; Google’s own smart phone ecosystem. Android recently got AdMob support as we reported here : [touchreviews.net]
I have a strong feeling that the iAd network may be all we see of any significance at Apple’s iPhone OS 4.0 event.
What do you think? Will there be more at the iPhone OS 4.0 event? Will Apple go after AdMob in it’s growing rivalry with Google? Let us know in the comments.