Edible Apple

Remaining steadfast in their desire to get in on the mobile ad business, and un-deterred by Google’s winning $750 million bid to acquire AdMob, Apple will soon announce its purchase of Quattro Wireless for $275 million, according to an exclusive scoop from Kara Swisher over at All Things D.

A little bit of background:

Quattro is a strong competitor to AdMob in the mobile ad space and has been around since 2006 when it began helping large companies like the NFL and CBS establish a presence on the mobile web. Since then, their client list has grown to include companies as far ranging as Ford, Netflix, Disney, Papa John’s, and Mirosoft. Some of their more well known partners include the Gawker network (which encompasses popular sites like Gizmodo and Deadspin) along with the NHL and Time Inc., among others.

Regarding their mobile ad targeting technology, Quattro writes on their website:

Campaigns are powered by Q Elevation, our unrivaled, proprietary mobile-specific targeting platform, built by a team of mobile and behavioral experts, that ensures the right audience is chosen for every ad impression.  Results and service drive our high rate of repeat business.

Taking a step back, the purchase of Quattro marks the latest escalation in Apple’s growing and more direct competition with Google. And back in 2007, who could have seen this coming? Google is poised to announce its own phone this week in the form of the Nexus One while Apple is prepared to get into the mobile ad business. What the hell is going on?!