Apple dropped $275 million to enter the world of mobile advertising today. The company purchased Quattro Wireless, one of AdMob’s direct competitors.

Though you may have never heard of it, Quattro has done some big business with some big names. The company has worked with CBS, Univision, and the NFL to deliver mobile ads across several platforms. This is a big move for Apple, another in a string of acquisitions that positions it for direct competition with Google. Given Apple’s history of going after the industry giant, it could be an interesting fight.

Here’s the email Apple sent to BGR confirming the deal:

Happy New Year from Quattro Wireless!

We are thrilled to let you know that Apple has acquired Quattro. We want to share with you our excitement about this news and what it means for our customers.

We have built our business by enabling advertisers to reach the right consumers across the mobile web and in applications. We remain focused on delivering more engaging, relevant and useful ads to mobile devices, and improving the measurement and execution of digital campaigns. Together with Apple, we look forward to developing exciting new opportunities in the future that will benefit our customers.

For now, the offerings and services you receive from Quattro Wireless will not change. We will continue to operate the Quattro Wireless network across all devices and platforms. Your client and support teams will remain the same, and you can continue to expect the world-class service we are proud to deliver to our customers.

We look forward to working with you during this exciting time.

Andy Miller
Vice President, Mobile Advertising
Apple

Source: BGR

The most recent info on Motorola’s Droid suggests that the phone isn’t just for Verizon. In fact, it looks like there’s a GSM model that would work on AT&T’s 3G network, as well as Canada’s Rogers.

So it looks like the new name for the “Droid” is now “Sholes,” at least pre-release. That’s the name buried deep in the FCC docs that also show the AT&T 3G bandwidths. To me the big advantage of the phone would be that it’s a nice piece of hardware for anything other than AT&T. If I was going with AT&T, I think I’d still stick to the iPhone. Android still has some catching up to do in the app department for me to genuinely consider a switch. Although there is that Google Voice thing…