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FTC green-lights Google AdMob deal

Updated Dec 19th, 2018 6:38PM EST

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The Federal Trade Commission had been investigating Google’s bid to buy mobile advertising firm AdMob…that is until today. In an official statement, the FTC wrote, “after thoroughly reviewing the deal…it is unlikely to harm competition in the emerging market for mobile advertising networks.” Apple’s decision to venture into the mobile advertising space (see iAd), seems to have helped Google, as the FTC explains: “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.” The acquisition provides yet another front in the “mobile war” for Apple and Google to fight on. Let the games begin!