Over six months after announcing its plans to acquire leading mobile ad network AdMob, Google has finally closed the deal. The news comes a week after the FTC unanimously approved the deal, after holding it up for months as it decided whether or not to block it on antitrust grounds.
When it finally reached a decision, the FTC pointed to Apple’s recent entry into the mobile ad market with iAds as evidence that there would still be plenty of competition in the nascent mobile advertising space (an argument that we made before, as did many others). The FTC may have also been swayed by blog posts from developers questioned during the FTC inquiry who felt that the deal should go through. Some developers also wrote that they felt like the FTC had an agenda and that they were being pressured to say things that would hurt Google’s cause.
AdMob is a mobile advertising marketplace that connects advertisers with mobile publishers. They allow advertisers to create and target ads with plenty of detail. Ads can be targeted to locations, carriers, phone platforms and phone manufacturers. Ads can also be targeted to specific sites or you can browse their channel categories including categories like communities, contextual search, entertainment, etc. All ads are run on an auction-based pricing system. AdMob clients include ESPN, CBS, Geico and Starbucks. AdMob was acquired...
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