Google’s previous attempts to buyout AdMob came with some fears from the FTC that Google would become too dominant in the mobile and online ad space. However, today the FTC has officially approved the acquisition thanks to Apple’s iAd providing some competition in the mobile ads industry. The FTC said that the acquisition was “unlikely to harm competition”; referencing Apple’s iAd as proof that competition in the mobile ad industry would exist.
“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 FTC said.
Apple CEO Steve Jobs has admitted before that Apple missed the chance to purchase AdMob, leading the company to acquire mobile advertiser Quattro Wireless to support the iPhone OS iAd service.