Apple has written to Quattro clients warning them that it plans to shut down the Quattro Wireless ad network and focus exclusively on iAd.
The move has been widely expected since the company bought Quattro earlier this year for $275 million. Since then, the Quattro Wireless team had been helping to build iAd, which went live at the beginning of July.
"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," Andy Miller, Quattro's former chief executive who is now vice president of iAd for Apple, told clients.
"We are no longer accepting new campaigns for the Quattro Wireless Network, and we will soon begin winding down existing campaigns. As of September 30, we will support ads exclusively for the iAd Network."
Unlike the multiplatform Quattro Wireless network, iAd will follow the standard Apple formula and run ads only in apps for the iPhone and iPod.
The iAd service has reportedly had teething troubles, with a recent report in the Wall Street Journal suggesting that launch partner Chanel pulled out. Apple's famous love of control means the company has more creative input into the creation of the ads than most, slowing down the ad-making process.
The move could be good news for rivals - particularly Google AdMob, which now has a much clearer run at the non-Apple market. Before the takeover, Quattro held seven percent of the mobile advertising market.
Yesterday, the Wall Street Journal reported that mobile ad company Millennial was asking RIM to take it over.