According to AP, the US Federal Trade Commission has closed the investigation of Google’s proposed 750-million-U.S.-dollar purchase of AdMob, drawing the conclusion that the deal was “mostly harmless”.
According to a statement from the commission that although the combination of the two leading mobile advertising networks raised serious antitrust questions, the agency’s concerns ultimately were overshadowed by recent developments.
Apparently, it thought that Apple’s moves to launch its own, competing mobile ad network meant that there was more than enough competition for Google.
AdMob’s success to date on the iPhone platform is unlikely to be an accurate predictor of AdMob’s competitive significance going forward,” the commission added.
The deal was announced last November. Google wanted AdMob to extend its lucrative Internet advertising into the world of mobile devices.
Vice president of product management Susan Wojcicki said the decision is “great news” for the “mobile advertising ecosystem” as a whole.