Feeds

US regulators deepen Google mobile ad probe

$750m AdMob deal re-scrutinized

Best practices for enterprise data

The US Federal Trade Commission has expanded its antitrust review into Google's proposed $750m acquisition of the mobile advertising outfit known as AdMob.

Google announced the news this afternoon with a blog post. "This week, we received what's called a 'second request,' which means that the FTC is asking for more information so that they can continue to review the deal," the post reads.

Naturally, the company downplayed the move. "As we said when we announced the deal, we don't see any regulatory issues with this deal, because the rapidly growing mobile advertising space is highly competitive with more than a dozen mobile ad networks," writes group manager Paul Feng. "That said, we know that closer scrutiny has been one consequence of Google's success."

Early last month, Google announced it had agreed to buy AdMob for $750m in stock - which would make it the company's third largest acquisition to date. AdMob runs an ad exchange that specializes in application banner ads for the iPhone and other mobile devices, an obvious complement to Google's search ad biz.

The move is analogous to Google's acquisition of DoubleClick, the Goliath of the desktop online banner ad market. IDC estimates that the AdMob deal will give Google a 30 to 40 per cent share of the fledgling mobile ad market. Others - including for-pay Google critic Scott Cleland - put the figure as high as 75 per cent.

The FTC also reviewed Google's $3.1bn DoubleClick deal, before approving it in December 2007. But as The New York Times points out, the commission is now under a new Presidential administration that takes a harder stance on antitrust. ®

Recommendations for simplifying OS migration

More from The Register

next story
Trying to sell your house? It'd better have KILLER mobile coverage
More NB than transport links to next-gen buyers - study
iWallet: No BONKING PLEASE, we're Apple
BLE-ding iPhones, not NFC bonkers, will drive trend - marketeers
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Scotland's BIG question: Will independence cost me my broadband?
They can take our lives, but they'll never take our SPECTRUM
NBN Co adds apartments to FTTP rollout
Commercial trial locations to go live in September
Samsung Z Tizen OS mobe is post-phoned – this time for good?
Russian launch for Sammy's non-droid knocked back
Speak your brains on SIGNAL-FREE mobile comms
Readers chat to the pair who flog the tech
prev story

Whitepapers

7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
A new approach to endpoint data protection
What is the best way to ensure comprehensive visibility, management, and control of information on both company-owned and employee-owned devices?