Apple looking to overhaul mobile advertising

Apple is reportedly exploring new approaches to mobile advertising in the wake of its recent agreement to acquire mobile ad network Quattro Wireless. Citing sources "familiar with Apple's thinking," BusinessWeek reports the computing giant is plotting ways to exploit consumer data to better serve mobile advertisements, factoring into the equation purchases and downloads from iTunes and the App Store as well as geo-location to make ads more relevant. "[Apple] could also use the iPhone's capabilities in creative ways--say, having someone shake the device to win a rebate the same way they do to roll dice in games," the report notes.

BusinessWeek states that Apple entered negotiations to acquire mobile advertising network AdMob in fall 2009--after rival Google scooped up the company for $750 million in November, Apple targeted Quattro. In addition to naming Quattro CEO Andrew Miller vice president of mobile advertising, Apple reportedly hired an M&A specialist to more effectively compete for deals.

For more on Apple's mobile advertising plans:
- read this BusinessWeek article