The Federal Trade Commission has given the green light to Google's acquisition of mobile advertising firm AdMob, no doubt a proactive move to better compete with Apple's burgeoning iAd service.
"As mobile phone usage increases, growth in mobile advertising is only going to accelerate," wrote Google VP Susan Wojcicki in an official blog post. "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."
Mobile advertising has been relegated to the backburner for most companies. And those that have toiled with it have not hit the sweet spot. As Apple CEO Steve Jobs puts it, to paraphrase, no one's doing it right yet.
AdMob has developed tools for how to get advertisers onto mobile platforms, helping app developers to earn advertising money, and expanding existing ad campaigns to reach into mobile sectors.
It also has worked to produce advertising content on the iPhone, perhaps a bigger headline for the company than its prior work on Android. It's unclear who AdMob's relationship with Apple is affected by this buyout.
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