Federal Trade Commission approves AdMob acquisition

After an investigation to determine whether or not Google’s gobble of mobile advertizing giant AdMob in exchange for $750 million would harm competition, the FTC has decided to allow the acquisition. Citing Apple’s purchase of Quattro Wireless, which facilitated the creation of iAd, the FCC sees no free market problems:

“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.”

This is an interesting turn of events in light of Google’s I/O announcement of expanding ads that will see the same app integration whether deployed by AdSense or other advertizing display firms, such as AdMob.