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.