Apple is to close down the Quattro Wireless ad network it acquired last year for $275m (£176m) to focus its efforts solely on its iAd mobile ad platform, according to a report on Business Insider.
The website quotes as its source a memo to Quattro participants which informs them that Quattro is no longer accepting new ad campaigns, and will wind down existing campaigns. The memo, sent by former Apples VP of iAd Andy Miller, the former Quattro CEO, says:
“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 were 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.
As Business Insider notes, the move could turn out to be good news for rival networks such as Google-owned AdMob, Millennial Media et al.
