Apple could be set to roll out its “redefined” mobile advertising a few days after the iPad hits stores.
The folks at Online Media Daily are saying the platform will be called “iAd” and it will be available to developers April 7. This is going to be a big deal, on par with iTunes and the App Store, and unnamed Apple sources are describing it as “revolutionary,” and “our next big thing.” Ummm, I’m sure this will be an elegant and well-implemented ad program, but I don’t know if it can have the same end-user impact as something like the App Store. Who knows though, it could make it easier for publishers to offer free, ad-supported programs.
Of course, the mobile ad platform should be built around Quattro Wireless, which Apple snapped up for about $275 million. It had been looking for new employees to help redefine the industry and iAd will likely be rolled into the larger iPhone software development kit.
The market for mobile ads is still in its infancy but it is expected to be worth a lot going forward. Google is betting big on the mobile space and it was willing to shell out $750 million to buy AdMob, a leading provider of iPhone app ads. While that deal is still pending governmental approval, it’s a clear sign that the next growth category in online ads will be on smartphones and regular mobiles. Apple’s advertising platform could give it a healthy cut of this booming market.
It is unclear if Apple will allow other mobile ad providers to be included on iPhone apps, which could put a big hurt on AdMob. The AdMob folks haven’t commented publicly on this possible – and I say likely – scenario, but they continue to hope that Apple will do what’s best for the developer and enable multiple options. I think Apple can avoid governmental prodding by allowing AdMob and others in iPhone apps, but making iAds so well-integrated and easy-to-use that it would be foolish not to use it.
We should know more within a week, so stay tuned. Also, is anyone else getting sick of this “iBLANK” stuff? Let’s come up with a new name folks.
[Via Online Media Daily, photo via Gizmodo]