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09:13 19th June 2010
A superior force among big players in the mobile advertising market is likely to emerge despite fierce competition in the sector, according to Gordon Borrell, CEO of local advertising research and consulting firm Borrell Associates.
A report in the Financial Times said US antitrust regulators are allegedly planing to investigate whether Apple is unfairly restricting rivals in the market for advertisements carried on its mobile devices.
According to the newspaper report, Apple's latest rules for developers who create apps for its devices limit the situations in which they can send approved information about their apps' audiences to advertising services.
Referring to Apple's rivals in the market, like Google and Microsoft, Mr Borrell said: "There's a lot of room under this tent, so I don't suspect that any one will kill the other."
He compared the power struggle between operators to a "three-ring circus". He went on to say that it is hard to determine which operator is "the big attraction when it comes to mobile advertising".
Posted by Paul Davis
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