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Mobile commerce

RIM Wants Ads, Apple Doesn't

2:25 PM -- BlackBerry wants in on the mobile advertising game, but it might not be willing to fork over the cash required to compete.

According to The Wall Street Journal, RIM is in talks with Millennial Media about a potential acquisition, but talk has been restrained by Millennial's asking price of between $400 million and $500 million.

It's possible Millennial is getting too big for its britches since it's seen how much its rivals, AdMob Inc. and Quattro Wireless , got from their respective buyers, Google (Nasdaq: GOOG) and Apple Inc. (Nasdaq: AAPL). (See JumpTap Lures Developers From Apple, Google.)

But it might soon have more bargaining power, too. Apple announced today it is shutting down Quattro's mobile ad network on Sept. 30 to focus entirely on its own platform, iAd, meaning that those advertisers not interested in iAd may turn towards the independent guys instead. (See Apple: Ads Get the i Treatment.)

"We believe iAd is the best mobile ad network in the world, and starting next month we’re going to focus all of our resources on the iAd advertising platform," Apple iAd VP Any Miller wrote in a memo.

Now it just remains to be seen whether everyone else agrees about Apple's best-in-the-world status. If not, maintaining independence could look a lot more attractive.

— Sarah Reedy, Senior Reporter, Light Reading Mobile

sarahthomas1011 12/5/2012 | 4:26:11 PM
re: RIM Wants Ads, Apple Doesn't

Another independent ad network JumpTap put out numbers this week to show it's going strong in light of "iAd's sluggish start."  It's ad requests increased by 40% from June to July. It's iPhone OS requests are actually up 50.88%.

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