eMarketer Sr. Analyst Explains Google’s AdMob Acquisition

By Matt Van Hoven Comment

googmob.pngToday on the Morning Media Menu we interviewed Noah Elkin, senior analyst at eMarketer, about Google’s recently approved acquisition of AdMob, the mobile advertising network that accounts for 11% of the US mobile advertising market share (according to eMarketer).

Elkin’s job is to analyze trends in the mobile advertising realm, like the explosive growth this area has seen since 2008. According to eMarketer, spending on mobile advertising was at just $320 million in 2008 but will reach $1.56 billion by 2013.

Mobile advertising accounts for a fraction of the total ad spend, so why is Google’s purchase of concern to the Federal Trade Commission? Because the software company already controls the majority of online advertising, and the FTC was concerned that buying AdMob would give Google an unfair advantage in the market. But last week they approved the deal. Click play to find out why, and hear why this story is important to the ad industry.

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