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Google To Buy AdMob For $750M; The Display Play; In India

Mobile is becoming a significant play for Google, and as the Android juggernaut prepares to conquer the world, Google has put the monetization piece into play with the acquisition of mobile advertising network AdMob for $750 million; Google has been on the lookout for both big and small acquisitions, and this appears to be the first big one. The Display Play This deal is not in the least bit surprising. Last quarter, Google reported a 30% quarter-over-quarter growth in mobile searches: as one of the largest mobile advertising network in the world, with a presence in 64 countries, Admob brings to Google immediate scale in display, and an entry into mobile advertising beyond search, particularly with iPhone and application based advertising units. However, AdMob's revenues are not known, so whether they were bought for their "success" in a struggling mobile advertising space or their potential, is yet to be ascertained. Remember that Google's online focus has been on developing the display advertising side of the business. Last quarter, on its earnings call, Google had suggested that display ads "seem to work well on mobile devices. Unlike in case of desktops, users tend to notice display ads on mobile more; much more of a forced engagement on mobile." In particular, users tend to be more engaged on high end devices. [caption id="attachment_10652" align="aligncenter" width="347" caption="source:Google"][/caption] AdMob's publisher network comprises of over 15,000 mobile websites and applications. According to its latest report, their monthly ad requests "increased 6.3x over the past 2 years from 1.6 billion…

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Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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