Feeds

US drops Google mobile ad probe

Eric thanks Steve

New hybrid storage solutions

The US Federal Trade Commission has dropped its probe into Google's acquisition of mobile advertising network AdMob.

And despite the bad blood boiling between Mountain View and Cupertino these days, proper etiquette suggests that Google CEO Eric Schmidt should pen a kind thank-you note to Apple CEO Steve Jobs.

"The Commission reached this decision [to drop the probe] based on important developments in the mobile advertising marketplace, particularly actions by Apple that should mitigate the anticompetitive effects of Google’s AdMob acquisition," the FTC's statement reads.

The FTC goes on to state the obvious particulars behind its decision. While the Commission was in the midst of its investigation of the anticompetitive implications of Google's AdMob acquisition, Apple acquired the third-largest mobile ad network, Quattro, and announced its own ad network, iAd, the money-making centerpiece of its upcoming update of the operating system for the iPhone/Pod/Pad, iPhone OS 4.0.

"The Commission has reason to believe that Apple quickly will become a strong mobile advertising network competitor," the FTC statement continues. "Apple not only has extensive relationships with application developers and users, but also is able to offer targeted ads (heretofore a strength of AdMob) by leveraging proprietary user data gleaned from users of Apple mobile devices."

In effect, the FTC is saying: "Okay, Google and Apple, go fight for mobile-advertising market dominance."

Which may or may not happen. Schmidt, who welcomed Apple's entry into the mobile ad market as "evidence of a highly competitive market," and Jobs, who's reported charging charter iAd advertisers up to $10m for the privilege, may simply divide the market between them rather than fight on the same battlefield — for the foreseeable future, at least.

After all, Apple has its iPhone, controls its SDK and its developers, and it's going so far as to produce all iAd content for early advertisers, at least until it "eventually" releases an iAd SDK. And even after the SDK allows advertisers to produce their own creative, Apple will still maintain approval control.

That's fine and dandy in the closed iPhone ecosystem, but it may not play well the the non-iPhone world. But that may not matter, since Apple has made no mention of any desire to move iAd into the third-party mobile world.

Google doesn't have the closed ecosystem of Apple, but it does have not only the rapidly rising Android platform, but also the netbook Chrome OS to be released this fall. And although Chrome OS will be more open than iPhone OS, it will be web-centric — and from that cloud will rain a torrent of ads.

As for the prospective bride in the Google/AdMob marriage, that mobile ad network seems simply happy to have the whole FTC investigation at an end. "We are extremely pleased with today’s decision from the Federal Trade Commission to clear Google’s acquisition of AdMob," said Omar Hamoui, AdMob founder and CEO in a statement. "Our focus is now on working with the team at Google to quickly close the deal." ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
Brit telcos warn Scots that voting Yes could lead to HEFTY bills
BT and Co: Independence vote likely to mean 'increased costs'
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Blockbuster book lays out the first 20 years of the Smartphone Wars
Symbian's David Wood bares all. Not for the faint hearted
'Serious flaws in the Vertigan report' says broadband boffin
Report 'fails reality test' , is 'simply wrong' and offers ''convenient' justification for FTTN says Rod Tucker
This flashlight app requires: Your contacts list, identity, access to your camera...
Who us, dodgy? Vast majority of mobile apps fail privacy test
Apple Watch will CONQUER smartwatch world – analysts
After Applelocalypse, other wristputers will get stuck in
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
Top 5 reasons to deploy VMware with Tegile
Data demand and the rise of virtualization is challenging IT teams to deliver storage performance, scalability and capacity that can keep up, while maximizing efficiency.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.