By Peter Petrovski
Mobile advertising is the latest battleground in the war between Apple and Google - and make no mistake it is war. The companies are fighting toe to toe, feature to feature, in this post-Microsoft era of personal computing.
Google, the undisputed king of internet advertising, receives a large chunk of their revenue from Search through Adwords/Adsense campaigns - and no doubt they built Android to extend this reach to the mobile space. However, it was Apple that took the early lead in Mobile, introducing their iAd platform at the iPhone OS 4.0 event last month.
iAd is a mobile advertising platform that allows third party developers to directly embed ads into their apps, all while keeping you within the app and not booting you out to the web. This platform and service was the direct result of Apple purchasing Quattro Wireless, a mobile advertising firm, and they will be using their salesforce and business model to sell ads - essentially making Apple an advertising publisher.
Mobile is a more personal and engaging advertising space than any other, and Apple demonstrated some very engaging rich media ad formats at their OS 4.0 event - interactive HTML 5 micro-sites, full-screen streaming video and super roll-outs. In Apple’s words, far more emotive and interactive than anything that has been delivered across the internet or mobile before.
This is another example where Apple is controlling the user experience, raising the quality of advertising by making them an entertainment experience and keeping the user within the app - all while shutting out third party advertisers such as Admob (in which the iPhone is the top device on their network) from gaining access to the same data Apple can.