UPDATED 13:51 EDT / AUGUST 19 2010

Apple Replacing Quattro this Year, New Focus on iAds

Apple has announced the closing of Quattro Wireless network for advertisements till September 30th, the mobile ad network it acquired within the past year.  The purpose of this move is to concentrate on the iAds mobile advertisement.  Andy Miller, VP of iAds at Apple describes the product and Apple’s policy about it, in a letter as follows :

iAds are captivating viewers with high-quality video and rich media experiences, engaging customers like never before and already delivering dramatic results. Advertisers are seeing a huge spike in the amount of time customers spend watching and interacting with ads, making them more comparable to television advertising than traditional online ads, and developers are thrilled with this new source of revenue.

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. We are no longer accepting new campaigns for the Quattro Wireless Network, and we will soon begin winding down existing campaigns. As of September 30, we will support ads exclusively for the iAd Network.

Quattro was acquired by Apple just last year. And very quickly, aspects from both services came up with an experience-based product.  Quattro was bound to be rolled back after the launch of iAds; it was just a matter of time. So, what does this equate to? Firstly, Advertisers would have to built more interactive,  fancier ads, and iPhone users can expect more paid messages while they use applications on their mobile devices.  Moreover, it’s  a heads-up for other players in the mobile advertisement industry like Google, AdMob, JumpTap and Millennial Media.


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