A battle of epic proportions is brewing as Apple is anticipated to announce their mobile advertising platform (rumored to be named “iAd”) tomorrow at their April 8 iPhone OS 4.0 Event. The smartphone pioneer Apple acquired Quattro Wireless in January, 2010 for $275 million and it appears that they are ready to join Google in the mobile advertising arena, an arena that has been receiving quite a bit of federal scrutiny since Google’s purchase of AdMob for a whopping $750 million in late 2009.
After Apple bought Quattro, Google posted a Public Policy Blog welcoming Apple into the mobile ad space. Google stated that Apple’s acquisition of “Quattro Wireless is further proof that the mobile advertising space continues to be competitive. And with more investments and acquisitions in the space, including from established players like Apple and Google, that’s a sign that vigorous growth and competition will continue. That’s ultimately great for users, advertisers and publishers alike.”
Although the gesture is nice and professional, it leaves me wondering whether or not Google will be singing the same welcoming tune once Apple starts implementing their competitive mobile advertising systems. Sure, Apple buying Quattro looks good to the Feds for now, but we all REALLY know that there is only one true online advertising behemoth. Google has online advertising on lockdown – it will be interesting to see how this all plays out and to see if Apple manages to squeeze their way into the mobile advertising market and become a true player.
So, the Clash of the Titans continues between Google’s search advertising dominance and Apple’s consumer gadget/application expertise. Bottom line is this: Google becomes better and better the more we use the internet (whether leaving Yelp reviews, commenting on blog posts, tweeting, etc…) while Apple is merely helping us to use the internet more with their fancy devices. So, really it doesn’t matter who wins the Clash of the Titans – no matter what, Google wins. Even though I can already assume the outcome, I am still excited to see who will cash in most on the mobile advertising gold rush that is sure to come in the next few years.