Apple paid a reported $275 million for Quattro, a much better deal than Google ended up paying for rival mobile ad firm AdMob. Google ponied up $750 million<\/a> in an attempt to outbid Apple, which had also reportedly made an offer for the company. That price is approximately 16.7 times AdMob’s sales, “the sort of price rarely seen in takeover deals since the heady days of the dot-com boom,” according to Reuters.<\/em><\/p>\n Google contends that its acquisition of AdMob is meant to compliment its own search- and Web-based advertising, though it’s worth noting that AdMob ads are featured prominently in many free, ad-supported iPhone applications. The FTC is currently investigating the deal<\/a> between AdMob and Google, and there is an implication<\/a> that Google CEO Eric Schmidt’s recently vacated position on Apple’s board of directors may have made him privy to Apple’s plans to move into mobile advertising.<\/p>\n Meanwhile, shortly after Google announced a partnership<\/a> with streaming music service Lala, Apple announced that it had acquired the company<\/a>. It is believed that Apple plans to incorporate Lala into iTunes<\/a> and extend the iTunes Store with streaming-based options in addition to downloads. In the meantime, the deal with Google remains in place.<\/p>\n Given Apple’s foray into cloud-based services such as MobileMe and iWork.com, and the company’s integration of services with its mobile devices, it’s certain that the acquisition of Quattro will fit into Apple’s growing mobile strategy. The company may be leveraging mobile advertising opportunities for a long-rumored tablet product expected to be announced later this month<\/a>. It could also be offering a way to advertise on the iPhone. Apple did not respond to a request for comment on its mobile advertising plans.<\/p>\n With Google’s plan to offer the Nexus One smartphone directly to consumers<\/a>, its Android smartphone OS, and its array of online services and online advertising, it’s clear that the rivalry between Apple and Google is kicking into high gear.<\/p>\n What is a “Brief” post?”<\/a><\/strong><\/p>\n