updated 04:50 pm EDT, Thu May 27, 2010
Google now integrating AdMob
Google this afternoon formally completed its buyout of AdMob. The closure arrives just days after FTC approval and will see the two companies merge their ad teams as quickly as possible. Google didn't set out a timetable for when this would happen or whether it would involve any job cuts.
Future plans weren't detailed, but Google made clear that it wanted to spread many of the features it showed at Google I/O last week. These include video ads, expandable ads and intelligent ads that can jump directly to a particular service, such as an app store or to the dialer to make a call.
The subsuming of AdMob into Google more officially starts a conflict in mobile ads between Google and Apple. The iAd platform was the result of Apple's sudden buyout of Quattro Wireless, which itself was a reaction to the AdMob deal. While iAd was meant to prevent Google from having too much control over mobile ads, Apple's takeover inadvertently helped justify the AdMob deal to the FTC as it created a significant mobile ad competitor where other companies would have posed less of a threat.