“The new ad platform, which will be officially unveiled to Madison Avenue on April 7th, has been described as ‘revolutionary’ and ‘our next big thing’ by Apple chief Steve Jobs, according to executives familiar with the plan,” Mandese reports. “Precise details of the system and its features could not be discerned at presstime (and calls to Apple had not been returned), but it is believed to have been built on top of Quattro, the mobile advertising developer Apple acquired in January for nearly $300 million, and it is expected to be the first real battle of a Silicon Valley Holy War between Apple and arch frenemy Google that is shifting its front line to Madison Avenue.”
MacDailyNews Take: “Arch frenemy” and coffee klatch partner.
Mandese continues, “The war has been mounting ever since Google introduced its Android mobile operating system to compete with Apple’s iPhone, and agreed to acquire mobile ad firm AdMob for $750 million, but it is expected to reach ballistic proportions following Apple’s April 7th announcement, which insiders say will be every bit as important as other recent marketplace introductions, including the iPod, iTunes, iPhone and iPad launches.”
“Madison Avenue will be waiting with bated breath to see what Apple actually unveils,” Mandese reports. “‘Everyone will be following this very closely,’ says Josh Lovison, the mobile lead at Interpublic’s Emerging Media Lab, adding: ‘Given the way that Apple is able to package things up, with very slick presentations, it will be interesting to see what they do that with advertising.'”
Full article here.
MacDailyNews Note: With the release of version 2 of the MacDailyNews app, we switched fully from Google’s AdMob to Apple’s Quattro Wireless mobile ad network.