• All Things D, Wednesday, April 7, 2010 2:19 PM

Apple is about to introduce its mobile ad platform, which sources tell media Memo that Google is expected to applaud loudly. Why? "Because Google is trying to convince federal regulators that it has advertising rivals so that it can proceed with its $750 million purchase of AdMob," writes the blog.

The AdMob deal is being held for review by the FCC, as rumors circulate that the purchase could be rejected. Apple, for its part, made its mobile advertising ambitions clear at the beginning of the year when it acquired Quattro Wireless for $275 million. Similar to AdMob, Quattro specializes in ads that run within apps. Sources to Media Memo that Apple will discuss its plans to create an ad network for its developers at its iPhone developer event on Thursday. And, as Josh Lovison, mobile and gaming practice lead at the IPG Emerging Media Lab told the New York Post, Apple "didn't acquire Quattro to do nothing with it."

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