Apple has taken its lead from Google's Admob purchase and got its hands on a mobile advertising specialist of its very own, confirming yesterday its own acquisition of Quattro Wireless.

As reported over on TechConnect Magazine, the company is believed to have paid $275 million (£172 million) to purchase the mobile advertising company in an effort to boost the profitability of its iPhone and iPod Touch offerings - although neither company has confirmed the exact figure.

As part of the deal, the chief executive officer of Quattro Wireless Andy Miller is set to become the vice president of Apple's newly-formed Mobile Advertising business group - but still states his commitment to "remain focused on delivering more engaging, relevant and useful ads to mobile devices," indicating that his company will continue to offer a cross-platform advertising solution which is not restricted purely to Apple's iPhone platform. Whether that will change in the future remains to be seen.

Speaking about the deal, Miller said that "together with Apple, we look forward to developing exciting new opportunities in the future that will benefit our customers."

Mobile advertising is likely to be the big buzzword of 2010, with Google having shored up its Android offering with the purchase of AdMob back in November of last year. With smartphone use only likely to increase, and both companies concentrating - for now - on offering cross-platform solutions, the purchases could well pay dividends for both Apple and Google.

Do you find the types of advertising offered by Quattro Wireless intrusive, or is it fine so long as it means you get iPhone apps for free? Share your thoughts over in the forums.

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