Google has already built their own platform for AdSense on Mobile devices, but this acquisition gives Google access to AdMob’s more than 15,000 mobile Web sites and applications.
There are more details about this acquisition at google.com/press/admob.
Here is the email AdMob sent their publishers and advertisers:
Google to Acquire AdMob November 2009 Today we announced that AdMob has signed a definitive agreement to be acquired by Google for $750 million. We are extremely excited about this new partnership and what it means for our advertiser, developer and publisher partners.
AdMob’s people, products and tools will continue to work to deliver successful campaigns for you and to effectively monetize your mobile traffic – no interruptions. Our product and engineering teams will keep building great products for our customers. Our sales team will keep working with our thousands of advertisers to deliver successful campaigns. Our business development team will keep working to maximize ad revenue for the more than 15,000 mobile Web sites and applications that make up AdMob’s publisher network.
After our deal closes, AdMob will work with Google to accelerate the pace of innovation in mobile and do an even better job for you. We believe this deal will benefit our advertisers, developers and publishers by:
*Increasing our investment in building innovative and engaging ad units across platforms and to further improve targeting and tracking.
*Building even more powerful relevance and optimization capabilities, and more powerful technology and tools to monetize mobile traffic.
*Increasing the effectiveness of display advertising on mobile devices by leveraging Google sales team, infrastructure and relationships.
*Improving the already high level of service and support we deliver to our advertisers, developers and publishers.
You can read more about this deal at www.admob.com/google.
Postscript from Greg: I was able to speak to Google and AdMob CEO Omar Hamoui briefly today. The acquisition puts Google at the forefront of mobile display advertising and instantly brings Google a great deal of sophistication in the segment that it previously did not have. In fact that’s one of the things that Google emphasized in the discussion: they get a team that has been working the space and thinking about mobile display for four (or more) years.
Google also alluded to a potential for “holistic” approaches to display advertising when I asked explicitly about whether there was going to be some future cross-platform ad buying capability.
Though perhaps the most visible, AdMob is not the largest mobile ad network. According to an August compilation of Nielsen data by Mobile Marketer, here’s the reach of each of the top mobile ad networks (monthly unique users):
- Millennial Media: 45.6 million
- Yahoo!: 36.1 million
- Google: 31.9 million
- AOL/Platform-A’s Third Screen Media: 28.6 million
- AdMob: 25.7 million
- Microsoft: 25.4 million (doesn’t include the new Verizon deal)
- Jumptap: 23.4 million
- Quattro Wireless: 23 million
I asked Nielsen to confirm these figures and they declined to do so. But if they’re correct it would make Google the largest of the mobile ad networks, when combined with AdMob’s reach. In the $750 million all-stock deal, UBS analysts estimate that Google “could have paid 8-12x 2011 revenue for AdMob.”