The Federal Trade Commission has given Google the green light to buy mobile advertiser AdMob. The agency closed its investigation into the acquisition with a 5-0 vote in favor of the deal, concluding that it is unlikely to harm competition in the emerging mobile advertising market. Officials were originally concerned about the purchase, what with both companies being leading advertisers in their respective domains.
First announced last November, most expected the deal to be rejected, but it seems the FTC has changed its mind – partly thanks to the announcement of Apple's iAd advertising platform. "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.
The $750 million deal comes as Google looks to decrease its reliance on desktop Internet ads, which is an increasingly stale sector when compared to the infant that is mobile Internet.