According to the LA Times, Steve Jobs was making a direct attack on Google when he announced Apple’s new advertising platform, called iAd, Thursday.

Industry experts predict that the mobile advertising business will balloon to $1.5 billion by 2013, a prospect that has both companies scrambling to make an advertising platform.

The technology would allow advertisers to reach people who “are reading on computer tablets at home, talking on cellphones in the car or listening to music players while walking down the street.” The paper says the iPhone’s success allowed Apple to win the first round – developers flocked to build apps from the country.

But Google is likely to step up its game by offering developers “incentives” to build apps for its Android device.

Photo by Associated Press.