Steve Jobs: "Mobile Ads Suck"

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Steve Jobs plans on revolutionizing the mobile ad industry, because right now he thinks "mobile ads suck," according to a source familiar with his thinking, who spoke to BusinessWeek.

How might Apple make them better?

Possibly a mixture of making them more inviting and appealing to app users; easier for developers and publishers to use; easier for agencies to build for; and easier for everyone to track engagement and usage.

If Apple can do this -- and keep ad giant Google and Flash maker Adobe, whose multimedia ads rule the Web -- out of the mix, it could reap more revenue from free iPhone apps.

That explains why Apple purchased Quattro Wireless for $275 million, whose CEO Andy Miller is now Apple's VP of mobile advertising, reporting directly to Steve Jobs.

See Also: Apple's War With Google Heats Up