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 Chompâs 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 Appleâs plans for the software, âwe buy smaller technology companies from time to time and generally donât comment on our purposes or plans.â Likewise, representatives from Chomp are yet to provide a statement on the acquisition. Â According to Bloomberg, Apple is committing âabout $50 million for Chomp,â a figure that reportedly came from a âperson familiar with the matter,â however, neither company has confirmed this sale price.Â
Suggesting what Appleâs 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 Chompâs app search. CEO of Chomp Ben Keighran states that this software is âthe first ad product that connects app advertisers to consumers searching for apps.â 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 advertiserâs message.
Chompâs mobile software works with both Apple and Googleâs 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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