When Google announced its planned $750 million purchase of mobile advertiser AdMob, it caused something approaching jubilation in many quarters.

It also caused a hell of a lot of skepticism and uncertainty  - the purchase is currently mired in legal objections.

But Apple evidently thought it was a good idea, as sources are now reporting that the maker of the iPhone will be purchasing its own mobile advertiser: Quattro Wireless.

Who are Quattro? Quattro is a mobile advertising pure-play company - it focuses entirely on the mobile medium as the way of pushing inventory.

But Quattro also works heavily on customer interaction. For example, it was the agency that ran the much-reported SMS campaigns for the Obama presidential campaign. Quattro is pretty intense on “predictive mobile targeting technology”, which aims for intensely detailed targetting for advertisers.

But don’t think that Quattro just deals with SMS. Its platform will deliver pretty much any kind of ad, and can insert it into a good variety of mobile channels, including mobile applications, videos and mobile websites. Perhaps most importantly for Apple, Quattro is an entire package - it comes complete with an already impressive client list. Global brands like Ford, Microsoft, Disney and Visa advertise with it, as well as digital brands like NetFlix.

What’s the deal? So, absolutely none of what follows is actual, solid fact. Kara Swisher of All Things Digital made the original report, citing the ever reliable Mr. Several Sources. But neither Quattro nor Apple have made any comment on the matter. What is being reported is that Apple will soon announce the purchase of Quattro for €275 million - and by “soon” we mean maybe later on today.