The Federal Trade Commission wo n’t block Google ’s $ 750 million acquisition of mobile advertizing vendor AdMob because the deal is n’t likely to harm rival in the come forth mobile advertising marketplace , the agency said Friday .
“ As a result of Apple ’s entryway [ into the market ] , AdMob ’s success to engagement on the iPhone platform is unconvincing to be an accurate soothsayer of AdMob ’s competitive import going onward , whether AdMob is own by Google or not , ” the FTC said in a program line .
Several other companies appear to be evolve or assume smartphone platforms to well contend against Apple ’s iPhone and Google ’s Android , the FTC said . These company would have a strong bonus in maintaining a competitive mobile advertizing diligence , the FTC said .
Google praised the FTC ’s conclusion in ablog postby Susan Wojcicki , the caller ’s vice president of product management .
“ Throughout the FTC ’s review process , it ’s been clear that roving advert is growing chop-chop , ” she wrote . “ As wandering phone usage increases , ontogenesis in fluid advertising is only blend in to speed . This benefits mobile developers and publishers who will get better advert solution , marketers who will find new way to reach consumers , and users who will get better advertizing and more free capacity . ”
The FTC ’s decision comes after written report suggest the government agency might oppose the deal . In April , The Wall Street Journal reportedthat the FTC come along to be gearing up for an antimonopoly challenge of the heap .
The FTC will bear on to watch the nomadic advertizement mart , and mergers in tight - develop new markets will get the same antitrust examination as older markets , the government agency said . The FTC will keep an eye on the mobile advertising market to “ ensure a competitive surround and to protect the interest of consumers , ” the way said .
Mobile advertising networks , such as those provided by Google and AdMob , sell advertizing blank space for wandering publishing company on vane sites accessed from smartphones such as the iPhone and gadget that run Google ’s Android operating organisation .
Google and AdMob have vie straits - to - capitulum in late eld , and the FTC saw a “ notable gain in intensity ” during the retiring year , the agency said . This challenger allowed mobile publisher to keep a expectant share of the revenue sire from the sale of their ad space , the FTC order .
Apple ’s entry into the mobile advertizing market “ changed the dynamics ” of rivalry in the wandering advertising space , said Jeffrey Chester , executive conductor of the Center for Digital Democracy , a secrecy mathematical group that asked the FTC in December to block the deal .
“ However , the reexamination by the FTC has helped regulators come up up to speed on how the mobile selling system touch consumer , include their privacy , ” Chester said . “ We will continue to contract the mission to ensure mobile privacy is protect , especially in a field dominated by Google and Apple . ”
