Quattro Expands Ad Network Globally

Quattro Wireless announced on Friday that it has expanded globally "to Western Europe, Australia, New Zealand, South Africa and Asia. Quattro will now accept Internationally-focused, and country-specific publishers and advertisers into its network." 

We're in a period where competitive mobile ad networks are rapidly trying to create reach and scale, boost the quality of ad inventory and build out their ability to target specific platforms such as the iPhone and/or Android. A year or so ago, there was a "first wave" of mobile ad network acquisitions (i.e., Enpocket-Nokia, ScreenTonic-Microsoft, ThirdScreen-AOL) but there will inevitably be another (perhaps spurred by global ad agencies) at some point in the next couple of years.

Depending on how you define "ad network," there are between 25 to 40 major ones operating on the Internet today. That state of affairs is partly responsible for the glut of display inventory that has brought down CPM prices. The US domestic mobile market can't support (right now) anywhere near that many competitors. Consequently only the largest and/or those with specific niche audiences will be able to survive.