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.