Quattro: Another mobile ad firm dives into crowded waters

Two former executives from m-Qube are joining the crowded mobile advertising field with startup Quattro Wireless.
The new company, which was founded late last year but came out of stealth mode this week, hopes to help publishers create mobile Web sites that offer compelling content as well as interactive advertisements. Quattro is powering a portal for Univision Online Inc., a subsidiary of the Spanish-language media company, and counts Procter & Gamble among its advertisers.
Quattro also hopes to establish a wireless advertising marketplace in an effort similar to those by AdMob Inc. and Millennial Media Inc. Most importantly, though, the outfit is working to fill the potholes on the wireless Web by creating compelling content, all in an effort to spur uptake and deliver more effective ads.
“We really like the mobile advertising space, but we had a little bit more interest in the mobile Web, and we wanted to marry the two,” said CEO Andrew Miller, who founded the company with Eswar Priyadarshan, a fellow former m-Qube executive. “But before mobile advertising could take off, the mobile Web had to be a proper experience, a delightful experience.”
Quattro snared $6 million in its first round of funding, led by Highland Capital Partners.