Google acquisition of mobile advertising platform AdMob finalized after FTC approval
Published May 28, 2010
Google's $750-million acquisition of mobile advertising platform AdMob is finally complete following six months of scrutiny from the Federal Trade Commission, the company announced on its blog.
"It's clear that mobile advertising is becoming a much larger part of our clients' and partners' strategies and with this acquisition, it's now a central part of our own business," the company reported.
Google noted that its mobile search volumes have increased fivefold in the past two years, and in the past three months alone, search volume from people with "full WebKit browsers" like the iPhone or Android has increased by 62 percent.
The company also discussed the consequent evolution of mobile advertising, noting that "click-to-call" search ads have become "really popular."
"With many more advances to come, search advertising will remain the central way that many businesses connect with consumers on mobile devices," Google said.
MediaPost noted that the next big question among integrated marketing professionals is who will win the "mobile advertising war" - Google or Apple. Apple recently launched iAds, which directly competes with both Google and AdMob.