Google invests in mobile marketing

Google buys display ad specialist

Google has signalled a new era for display-based mobile marketing by taking over a major industry player.

The search engine giant has announced that it is taking over AdMob, a mobile display ad technology provider, in a stock deal worth £450 million. The transaction has been approved by both parties.

Improved ads for mobile apps

Outlining the implications of the deal, Google claims that it will lead to better performing ads on apps and the mobile web. And the combination of AdMob's mobile publisher network and Google's advertising network should enable advertisers to serve up more relevant ads to a wider audience than ever before.

The linkup will also allow Google to expand its reach into a different aspect of mobile marketing. Although the search engine giant has traditionally specialised in search ads, AdMob has built its reputation on display ads and in-app ads.

Google identifies mobile advertising potential

Susan Wojcicki, vice president of product management at Google, said: "Mobile advertising has enormous potential as a marketing medium and, while this industry is still in the early stages of development, AdMob has already made exceptional progress in a very short time. AdMob is the quintessential Silicon Valley startup