Apple Acquires App Search Engine Chomp
Move could provide Apple with a clear advantage in app search advertising.
AppleÂ confirmed yesterday that they have acquired the San Francisco-based software companyÂ Chomp Inc.Â Chompâ€™s feature product is their application search engine that sifts through hundreds of thousands of apps and narrows it down to just a few options for its users.
When questioned byÂ Bloomberg, Apple spokeswoman Amy Bessette would not disclose details about the purchase or Appleâ€™s plans for the software, â€śwe buy smaller technology companies from time to time and generally donâ€™t comment on our purposes or plans.â€ť Likewise, representatives from Chomp are yet to provide a statement on the acquisition. Â According to Bloomberg, Apple is committing â€śabout $50 million for Chomp,â€ť a figure that reportedly came from a â€śperson familiar with the matter,â€ť however, neither company has confirmed this sale price.Â
Suggesting what Appleâ€™s intentions with Chomp are would be merely speculative. However, it is worth noting that in September of 2011 Chomp launched a private beta version of Chomp Search Ads. Chomp Search Ads is an advertising product that works within Chompâ€™s app search. CEO of Chomp Ben Keighran states that this software is â€śthe first ad product that connects app advertisers to consumers searching for apps.â€ť The program is similar to Google Search Ads, in that it allows developers to place bids on keywords, that when prompted, will connect users with the advertiserâ€™s message.
Chompâ€™s mobile software works with both Apple and Googleâ€™s Android platforms, and the potential for advertisers to penetrate both markets could provide Apple with a clear advantage moving forward in application advertising.
Apple, the Cupertino California company, is considered to be the most valued company in the world by having accrued $97.6 billion in cash and investment assets. According to Bloomberg, Apple executives have stated that they will be exploring acquisition options in 2012.
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