• by Mark Walsh  @markfwal, August 19, 2010

Starting in September, Apple will focus its mobile advertising efforts entirely on the iAd, which runs ads in applications on the iPhone and iPod. As a result of that decision, the company is shutting down the Quattro Wireless mobile ad network it acquired in January for $275 million.

In a statement posted on the former Quattro home  page, Apple said it will no longer accept new campaigns for the ad network and will wind down existing campaigns across different devices and platforms. "As of September 30, we will support ads exclusively for the iAd Network," read the notice.

The move may benefit other mobile ad networks which stand to pick up business previously handled by Quattro. Prior to its acquisition, research firm IDC estimated Quattro had a 7% share of the U.S. mobile ad market in 2009.