Google Acquires Admob: Buying Insight Into Telco Mobile Network Performance?
November 13, 2009
Google purchased Admob, the mobile ad group, this week for a reported $750 million USD. That's quite a chunk of money but not so much when you consider both the market they are buying AND the insight into telco network performance that comes with it.
Google is, of course, the largest revenue machine for online ads, through its contextual AdWords program. AdSense, the banner network it runs, is also a behemoth, thanks to the addition of Doubleclick. Admob brings the mobile platforms succinctly into the stable.
But Google is also a major player in the analytics game. Google Analytics, the reformed Urchin Analytics, is a stalwart among SMB and other players, and its pay-for-play professional version competes with Omniture and other real time players. However, no one quite understands how data can be deeply collected across all the wireless providers with consistency. Google neatly ties all that up with an acquisition that also generates revenue. Smart people.

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