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Google, the undisputed king of Internet advertising, Apple now wants to fight with his crown in the field of mobile equipment: opening a new battlefield in the increasingly bitter struggle between the two U.S. giants of the computer.

Google built its success on its search engine and made a fortune by linking ads to search results.

The recent purchase by Google of AdMob, a mobile advertising firm wanted to buy Apple in 2009, is an attempt to extend this success to the mobile advertising market, which is booming.

But the apple company, which bought rival AdMob, Quattro Wireless, believes that the future of advertising lies more in mobile applications (mobile software) in the search for information.

"In an office computer, everything happens at the level of search, that´s where the money is," said recently the head of Apple, Steve Jobs. "But people do not seek information on a mobile as it does in an office computer. People spend all the time on applications."

IAD Jobs launched a new mobile advertising platform, regardless of the presentation on Thursday, the latest version of the operating system of your phone multifunction iPhone, for which there are 185 000 for specific applications.

Users, he says, "used by applications to find data on the Internet, instead of doing a general search. This is where we have the opportunity to deliver advertising."

Iad platform allows software developers and advertising agencies to implement posts directly to the intended application for the iPhone, digital player iPod Touch and now the IPAD, the new electronic tablet which Apple hopes to revolutionize the world of computer.

Steve Jobs Apple expected to sell advertising and offer 60% of their earnings to the developers of the applications.

The approach convinced the Silicon Valley analyst Rob Enderle of Enderle Group: IAD, says, "is a brilliant idea that is held firmly in the realm of Google. It´s what Google should have done."

Enderle assumed that the evolution of consumer Internet habits, which are increasingly nomadic, could make mobile advertising "a better source of income" than that confined to the office computers.

The rivalry between Google and Apple went on lately to the point that Eric Schmidt, Google´s president, retired last year from the Apple board of directors for the risk of conflicts of interest.

In fact, the Internet browser from Google, the Chrome, is in competition with Apple´s Safari. In addition, Google´s operating system, which is also called Chrome, and its Android mobile operating system are also rivals of Apple products.

And earlier this year launched the Nexus One, the "smartphone" on Google, was a direct blow to the iPhone.
Apple responded with a lawsuit against the Taiwanese HTC, maker of the Nexus One, whom he accused of not following the iPhone patent.