Google is one of the largest digital advertising players in the world with its online ad revenue beating those of any other player. Over the last 2 years google has been on an acquisition spree to bolster its advertising delivery. It started with the massive acquisition of DoubleClick at 3.1 Billion $ and then the subsequent acquisition of feedburner at 100 Million $.

But over time another form of digital advertising has gained traction and thats is mobile advertising. Globally Admob is known to be the leading player in mobile display ads and had recently raised a round of 15.7 million dollars in funding from Accel Partners. India is the second largest market for Admob which serves millions of mobile impressions worldwide. Google seems to have noticed this opportunity and has announced that it would be acquiring Admob for 750 million $.

Check chart below:

Talking about the acquisitionSusan 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”

All in all it looks very likely that Google is on its way to rule all forms of digital advertising. It already rules online display, text and feed advertising and now by acquiring Admob it becomes the largest player in mobile ads too. Inmobi which is an Indian mobile ad player (previously Mkhoj) better watch out.

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