“CEO Steve Jobs is reported to have said, ‘Mobile ads suck,’ and in the wake of its purchase of mobile ad network Quattro, all signs point to Apple exerting its considerable clout on the mobile web to make the ads, well, better. ‘Static banners aren’t very Apple,’ said Krishna Subramanian, co-founder of mobile ad exchange Mobclix,” Patel reports. “But one question is reverberating around the industry: Will Apple use its dominance to squeeze out other so-called premium ad providers?”
“Last week Apple showed it won’t be shy about setting new standards. In a blog post, the company warned developers that it will reject apps that serve users location-targeted ads… Apple claims the controversial post was only intended to protect user experience. Regardless, to some, this move looks like a preview of what Apple has planned for its new ad network,” Patel report. “It has been building out a global sales team, and Quattro CEO Andy Miller is Apple’s first VP-mobile advertising, reporting directly to Mr. Jobs. It’s the first time Apple has been in the ad business, and this move indicates how seriously the Cupertino, Calif.-based company takes it.”
Patel reports, “‘Clearly, Apple is going to do everything it can to redefine mobile advertising,’ said Eric Litman, chairman-CEO of ad network Medialets, who also said he sees merit in Apple’s defense of users in its location-based ad restriction. ‘Obviously they’re going to want to leverage unique capabilities of their device as an advantage to them and not their competitors.’”
Patel reports, “Developers could also stand to benefit from Apple meddling in mobile ad formats — better ads could mean better results, happier clients and, eventually, more money. With Apple’s characteristic design and usability expertise, it could reinvigorate the ad category so mobile doesn’t get stuck in the same banner doldrums as its interactive predecessor, online advertising.”
Read more in the full article here.
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[Thanks to MacDailyNews Reader "Fred Mertz" for the heads up.]
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