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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Google buys mobile ad firm for $750 million Mon Nov 9, 2009 8:07pm EST Email | Print | Share | Reprints | Single Page [-] Text [+] SAN FRANCISCO (Reuters) - Google Inc said on Monday that it was acquiring of AdMob, one of the largest mobile advertising networks, for $750 million, widening its bet that cell phone advertising could become the Internet's next-big money maker. Google's agreement to buy AdMob in an all-stock deal would give it a key asset as it seeks to extend the reach of its online advertising business from the tethered world of PCs to the smartphones that consumers increasingly use to access the Web while on-the-go. Google's free Android operating system already provides the basic software that powers many of the newer phones, including the recently released Motorola Inc Droid, and which compete with Apple's popular iPhone. Privately-held AdMob makes technology for serving graphical, display ads on mobile phones and maintains a network that allows advertisers to place display ads on mobile Web sites and directly within specialized smartphone applications. The current revenue opportunity is still modest by Google's standards - J.P. Morgan analyst Imran Khan pegged AdMob's annual revenue at $45 million to $60 million - but analysts said the deal underscores Google's belief that the market is set to grow. "They've made it pretty clear that mobile is one of the biggest opportunities they see," said UBS analyst Brian Pitz. The deal appears to represent the third largest acquisition in Google's history, behind the 2008 acquisition of DoubleClick for $3.1 billion and the Google's 2006 acquisition of YouTube for $1.65 billion. In an interview with Reuters, Google executives declined to say whether the deal would have a positive or negative impact on Google's profitability, or provide details about revenue expectations. "We expect this will accelerate our growth in this space," said Google Vice President of Corporate Development David Lawee. Google, the world's No.1 Internet search engine, does not disclose how much of its revenue, which totaled nearly $22 billion in 2008, comes from mobile ads. Last month, Google said its mobile searches increased 30 percent quarter-over-quarter in the third quarter. Google executives said they expected the acquisition to be subject to regulatory review, though they said they don't foresee any concerns blocking the deal, which the company said it expects to close in the next several months. Google Chief Executive Officer Eric Schmidt recently said that the company was interested in resuming its acquisition efforts, after taking a breather during the worst of the economic downturn. Schmidt said Google would acquire on average one company a month. AdMob, which counts more than 15,000 mobile websites and applications in its network, is among the top two or three mobile ad networks measured by the volume of ads served, said Mike Wehrs, CEO of the Mobile Marketing Association. The company competes with Quattro Wireless and Velti and analysts said that Microsoft Corp, Yahoo Inc and Time Warner Inc's AOL had all acquired companies with mobile advertising technology in recent years. Wehrs said his group expects the overall mobile ad market to increase 28 percent to 33 percent next year to between $2.3 billion and $2.4 billion. He said his figures included revenue for all forms of mobile advertising including text message ads. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Yahoo aims to boost margins Also On Reuters Full Coverage: The Route to Recovery Blog: Is Goldman Sachs "doing God's work"? Full Coverage: Live blogging of the Berlin Wall anniversary More Technology News Eager fans greet "Call of Duty" video game launch LinkedIn and Twitter link up Yahoo aims to boost margins RIM to help app developers use ads, micropayments Nokia to replace 14 million phone chargers More Technology News... Related News Can Apple take Microsoft's perch atop tech pile? 09 Nov 2009 Editor's Choice Slideshow A selection of our best photos from the past 24 hours. 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Apple's phoenix-like rise from the ashes has propelled its market value to $180 billion, raising the possibility that it could challenge Microsoft for the technology crown. Full Article Reuters.com: Help and Contact Us | Advertise With Us | Mobile | Newsletters | RSS | Labs | Journalism Handbook | Archive | Site Index | Video Index Thomson Reuters Corporate: Copyright | Disclaimer | Privacy | Professional Products | Professional Products Support | About Thomson Reuters | Careers International Editions: Africa | Arabic | Argentina | Brazil | Canada | China | France | Germany | India | Italy | Japan | Latin America | Mexico | Russia | Spain | United Kingdom | United States Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. 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