Google and AdMob: The Background
Google recently provided an update on its intention to acquire AdMob, initially announced in early November. Valued at $750 million in stock, the acquisition has garnered significant attention.
FTC’s Scrutiny on the Deal
The U.S. Federal Trade Commission (FTC) has expressed its intent to scrutinize the merger rigorously. Google remarked today:
We’ve been in dialogue with the FTC in recent weeks. The FTC has forwarded a “second request”, seeking further details to assess the acquisition.
Though the completion of the deal might be delayed, Google remains optimistic about the outcome. They believe the thriving mobile advertising industry, which features over a dozen mobile ad networks, will sustain its competitiveness post-acquisition.
Key Points Highlighted by Google
Google pinpointed several benefits and features of the acquisition:
- Innovation and Competition in Mobile Advertising: Google asserts the merger will foster novel competition and innovation. It aims to enhance the development, delivery, and analysis of emerging mobile ad formats.
- Benefits to Various Stakeholders: The collaboration will potentially aid developers, advertisers, and publishers by augmenting mobile ad performance. This could result in an influx of cost-effective mobile apps for users.
- An Evolving Competitive Landscape: The mobile advertising arena is dynamic, with numerous active ad networks. Google likens their deal with AdMob to acquisitions undertaken by tech giants like AOL, Microsoft, and Yahoo in the recent past.
Susan Wojcicki, Google’s Vice President of Product Management, commented, “Mobile advertising offers vast potential. Even though the sector is nascent, AdMob’s remarkable advancements in a short span are noteworthy.”
The Industry’s Response
Post-announcement, Google observed an overwhelmingly positive response from the industry, especially advertisers and publishers. The community seems excited about the new opportunities the partnership might usher in. The duration of the regulatory process remains uncertain, but updates will be provided as more details emerge.
Stay Updated with the Latest Developments
AdMob and Google are at the cusp of a transformative collaboration. Keep an eye on this space for more insights and information on this significant merger.
Related Articles
