Apparently, Apple is winding down the Quattro Wireless ad network it bought earlier this year. According to “MacDailyNews” (http://macosg.me/2/qt), Apple has sent out the following email to iAd-using developers and advertisers:
“Since the launch of the iAd Network just over a month ago, advertisers and developers have been telling us how much they love this powerful new way to reach iPhone and iPod touch users right in their favorite apps.
“iAds are captivating viewers with high-quality video and rich media experiences, engaging customers like never before and already delivering dramatic results. Advertisers are seeing a huge spike in the amount of time customers spend watching and interacting with ads, making them more comparable to television advertising than traditional online ads, and developers are thrilled with this new source of revenue.
’We believe iAd is the best mobile ad network in the world, and starting next month we’re going to focus all of our resources on the iAd advertising platform. We are no longer accepting new campaigns for the Quattro Wireless Network, and we will soon begin winding down existing campaigns. As of September 30, we will support ads exclusively for the iAd Network.
“Advertisers can learn more about iAd here (http://advertising.apple.com/). If you are a developer, find out how to generate revenue and promote your apps using iAd here (http://developer.apple.com/iad/).
“We look forward to working with you on this incredible new opportunity in mobile advertising. If you are a current Quattro Wireless developer or advertiser and have questions about this change, please contact your account manager.
“Sincerely, Andy Miller, Vice President, iAd, Apple Inc.”
Quattro Wireless is a global mobile advertising company. It’s designed to “empower advertisers and publishers to reach and engage their target audiences across mobile web, application and video platforms with unrivaled precision, transparency and ROI.”
iAds combine the emotion of TV advertising with the interactivity of Internet advertising, according to Apple CEO Steve Jobs. Apple has iAd commitments for 2010 totaling over US$60 million, which represents almost 50 percent of the total forecasted US mobile ad spending for the second half of 2010, says Jobs.
He adds that iAd, which is built into iOS 4, allows users to stay within their app while engaging with the ad, even while watching a video, playing a game or using in-ad purchase to download an app or buy iTunes content.
Developers who join the iAd Network can incorporate a variety of advertising formats into their apps. Apple will sell and serve the ads, and developers will receive 60% of the iAd Network revenue, which is paid via iTunes Connect. iAds require iOS 4.