FTC gives thumbs up to Google's acquisition of AdMob

Google has now become a bigger player in mobile advertising as the FTC has approved the Mountain View based company's acquisition of AdMob. The bottom line is that Google will be able to offer more choices for advertisers seeking mobile exposure for a product or a brand. The deal, announced by Google on November 9th, brings the latter's expertise in delivering mobile ads and the technology necessary to make sure they reach the proper targets, with AdMob's mobile publisher network. Google is paying $750 million for the company which Apple claims it was on the verge of acquiring until Google took it right out of the Cupertino based firm's mouth-at least that is the Apple version of things. Steve Jobs bought Quattro Wireless as a substitute and added the iAd platform to the new iPhone OS 4.0, events that might have persuaded the FTC to green light the AdMob deal. With Apple in the mobile advertising arena, a Google-AdMob combination does not control the entire platform. After Google's successful bid, the company had fears that the FTC would find it to be anti-competitive, but now that this hurdle has been jumped, all that remains is the closing and the inclusion of AdMob's operations into Google's mobile advertising network. After that, we should see a battle between Google and Apple for control of the mobile ad market.

source: Google via ithinqware