USFTC seeks more information on Google’s AdMob acquisition

Google says in a blog post dated Wednesday that the US Federal Trade Commission (USFTC) has approached it for the second time this week for more information to review its $750 million purchase of AdMob.

It said the deal would not close right away as antitrust regulators seek more information to assess its impact on the nascent mobile advertising market. The blog post is authored by Google product manager Paul Feng

Google's plans to acquire AdMob were first announced in November in what would be Google's third most expensive purchase after its $3.1 billion acquisition of acquisition of DoubleClick and the $1.65 billion purchase of YouTube (See: Google to acquire ad firm AdMob). 

AdMob is a privately held company that makes technology for serving graphical, display ads on mobile phones and operates a network for advertisers that all allows them to place display ads on mobile web sites and directly within specialised smartphone applications.

With consumers increasingly migrating to the mobile platform to access the internet, Google has stepped up efforts to expand into the mobile market.

With support for its Android software available on more than a dozen handsets from different vendors, Google is now one of the companies best-positioned take on Apple Inc's popular iPhone dominance say analysts.