FTC approves Google’s AdMob takeover

Google’s proposed $750 takeover of AdMob has been approved by US regulator the Federal Trade Commission because other large companies such as Apple are entering the mobile ad market.

In a statement issued on Friday, the FTC said: “Although the combination of the two leading mobile advertising networks raised serious anti-trust issues, they were overshadowed by recent developments in the market, most notably a move by Apple Computer to launch its own, competing mobile ad network.”

It also noted that other handset manufacturers were starting to produce more smartphones and therefore were likely to enter the mobile ad market, which would further “facilitate competition among mobile advertising networks”.

Omar Hamoui, AdMob CEO, said, “Together, Google and AdMob will be able to bring a whole host of new products and capabilities to mobile advertising.”

The ruling came late last week after Google announced a series of updates to its mobile portfolio at its I/O Developer conference. Google unveiled its Android 2.2 operating system, which contains portable hotspot functionality, support for Adobe Flash within the Android browser, and improvements to its app store Android Market.

The company also claimed it was activating 100,000 Android handsets a day and that there were more than 50,000 apps in the Android Market.

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here