Today, I had lunch with AdMob CEO Omar Hamoui just before he went onstage at the CM Summit in New York City. The FTC finally approved Google’s $750 miillion acquisition of his mobile ad startup on May 27. He told me about the long ordeal of going through that approval process, turning Apple into a competitor, and how AdMob will fit in with Google’s other advertising businesses. Hamoui will be running all of mobile advertising for Google. In the video above, which I shot outside the conference, he touches upon these topics.
I asked him about Apple’s new policies as written in their licensing agreement for the iPhone 4.0 OS and its restrictions on sending phone data to third party providers. Hamoui is taking a wait and see approach, but told me it could be potnetially devastating to AdMob’s iPhone business. John Battelle asked him the same question on stage, “Are you concerned Steve will take his toys and go home?”
Hamoui response: “They haven’t enforced that yet. If enforced as written, it would be complicated or near-impossible to serve relevant advertising on the iPhone platform.”
And what if IAds became the only functioning advertising network on the iPhone? Hamoui feels strongly that Apple should let AdMob and other ad networks compete: “It is not good for developers to have only one choice. It doesn’t make sense. I don’t think it even benefits them [Apple]. They should want developers to make more money. Having more advertising providers is better than having less.”
Another tidbit Hamoui told me: about 30 to 40 percent of iPhone AdMob ads are cross-promoting other apps, which explains why Apple is aggressively going after that market.
Omar is an entrepreneur with deep roots in the mobile industry. After earning a degree in Computer Science at UCLA, Omar founded and ran several companies in mobile software and services. At the time, he was frustrated by the lack of available options when it came to promoting and monetizing mobile products. Omar realized that mobile service and content firms needed better ways to advertise and make money on the mobile Web. While earning his MBA at the Wharton...
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...
Google provides search and advertising services, which together aim to organize and monetize the world’s information. In addition to its dominant search engine, it offers a plethora of online tools and platforms including: Gmail, Maps and YouTube. Most of its Web-based products are free, funded by Google’s highly integrated online advertising platforms AdWords and AdSense. Google promotes the idea that advertising should be highly targeted and relevant to users thus providing them with a rich source of information....
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