Apple has acquired the mobile media company Quattro Wireless. Terms of the deal were not disclosed, though according to published reports, Apple is set to spend $275 million for the Massachusetts-based company, which was founded in 2006. Allthingsd.com first reported the sale.
Quattro offers media companies and advertisers a slew of mobile services, ranging from ad serving to mobile-ad targeting to powering mobile Web sites for companies like CBS and the National Football League. The company’s core business is a vast mobile ad network, via which it delivers billions of ad impressions on mobile sites and applications for publishers such as Hachette Filipacchi Media U.S., Univision, CBS, Gawker and The Onion.
According to Andy Miller, Quattro’s vp, mobile advertising, the company will continue to operate as usual for the foreseeable future. “For now, the offerings and services you receive from Quattro Wireless will not change,” he wrote in a blog post today. “We will continue to operate the Quattro Wireless network across all devices and platforms.”
But for Apple, the deal comes on the heels of Google’s $750 million acquisition of rival mobile ad network AdMob back in November. Such a move also pushes Apple deeper into the media and ad sales realm — clearly outside its typical business focus — and into direct competition with its sometime-partner Google.