Sorrell calls for ‘rigorous’ investigation of AdMob takeover

Sir Martin Sorrell, CEO of WPP Group, has spoken out against Google’s proposed $750m (£504m) takeover of mobile ad network AdMob, urging a “rigorous” investigation of the deal from US regulators.

Sir Martin Sorrell
Sir Martin Sorrell

He advised the Federal Trade Commission to be more thorough in its investigation of the AdMob deal compared to when it passed Google’s purchase of online advertising firm DoubleClick in 2008.

Speaking at the World Economic Forum on Europe, Sorrell said, “The FTC action should be rigorous. Our clients will welcome a close look. I don’t think in the case of DoubleClick it was deep enough and strong enough.”

The FTC is soon expected to rule on whether or not it will investigate the proposed AdMob takeover on anti-trust grounds, with press reports indicating it may block the move.

Sorrell’s call came as research firm NPD reported sales of handsets using Google’s operating system Andorid were outselling iPhones for the first time in the US.

Android handsets accounted for 28% of smartphones sold in the US compared to Apple’s 21% in the first quarter of the year.

Handset manufacturers shipping devices using Andorid include Motorola, Samsung and Sony Ericsson.

This story first appeared on newmediaage.co.uk

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