Google AdMob Deal Approved By Federal Trade Commission

The deal between Google and Admob is approved. Heres the official scoop.
Today, the Federal Trade Commission cleared our acquisition of AdMob, a mobile advertising start up. We’re excited to work with Omar Hamoui and his talented team at AdMob to develop new mobile advertising solutions for marketers, mobile app developers and mobile publishers.

The decision is great news for the mobile advertising ecosystem as a whole. This was reflected in the widespread industry support for our acquisition.

Throughout the FTC’s review process, it’s been clear that the mobile advertising is growing rapidly.

As mobile phone usage increases, growth in mobile advertising is only going to accelerate. This benefits mobile developers and publishers who will get better advertising solutions, marketers who will find new ways to reach consumers, and users who will get better ads and more free content.

We’re very excited about the possibilities in this field. As an immediate matter, we’re now moving to close this acquisition in coming weeks. We’ll then start work right away on bringing AdMob’s and Google’s teams and products together. This industry is moving fast, and we’re excited to be part of the race!

On November 9, 2009 Google announced an agreement to acquire AdMob, a mobile display ad technology provider, for $750 million. This acquisition will enhance Google's existing expertise and technology in mobile advertising, while also giving advertisers and publishers more choice in this growing new area.

* The deal will bring new innovation and competition to mobile advertising, and will lead to more effective tools for creating, serving, and analyzing emerging mobile ads formats.
* This deal will benefit developers, publishers, and advertisers by improving the performance of mobile advertising, and will provide users with more free or low-cost mobile apps.
* The deal is similar to mobile advertising acquisitions that AOL, Microsoft, Yahoo, and Apple have made in the past two years, and experts have called mobile advertising a "very fragmented" space, in which "no ad network is dominant" and "no one really knows what ad network is biggest."

Mobile advertising is a rapidly growing and competitive space, and Google and AdMob are currently specializing in different areas. Though Google offers many forms of mobile advertising, its focus to date has been on mobile search ads, while AdMob's focus has been mobile display ads and in-application ads.