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Google will now go head-to-head with Apple's iAd platform

Although Google's acquisition of AdMob seemed at times to be hitting a few roadblocks with the Federal Trade Commission (FTC), the government body today agreed to approve the deal.

During its investigation of the deal, the FTC determined that Apple's entry into the market with iAd for the iPhone, iPod touch, and iPad will give Google mobile counterparts some healthy competition.

“As a result of Apple’s entry (into the market), AdMob’s success to date on the iPhone platform is unlikely to be an accurate predictor of AdMob’s competitive significance going forward, whether AdMob is owned by Google or not,” said the FTC in a statement.

"The decision is great news for the mobile advertising ecosystem as a whole," said Google VP of Product Management Susan Wojcicki. "This was reflected in the widespread industry support for our acquisition."

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."

With the FTC's seal of approval, Google can feel free to spread its ad platform to the Android smartphone operating system and the upcoming Android-based Google TV platform for the living room.

Google originally announced the $750 million AdMob deal back in November 2009.





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