Apple Shutting Down Quattro Wireless Ad Service

In a move that’s not a complete surprise, Apple (s aapl) will be shutting down the Quattro Wireless mobile ad network it acquired at the start of this year. Effective immediately, Apple will no longer accept any new ad campaigns via Quattro, and will start phasing out existing campaigns. Instead, it will focus solely on its iAd service.

Even though the iAd experience has had its issues, the iAd service is in full swing, and it’s where Apple needs to focus its resources. Many acquisitions are purely for talent, and the Quattro acquisition probably had a nice dose of that, given the former Quattro CEO is now VP of iAd.

How do you think the mobile advertising landscape is shaping up? Is Apple on the right course?

Here’s the full text from Apple’s note regarding the move:

iAd is helping advertisers reach millions of iPhone and iPod touch users around the world with dynamic, engaging ads right in their favorite apps. The iAd Network combines the emotion of TV advertising with the interactivity of the web, giving advertisers a powerful new way to reach mobile users.

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, learn more about iAd.

Developers, find out how to generate revenue and promote your apps using iAd.

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