Google Inc. has signed a definitive agreement to acquire AdMob, a mobile display ad technology provider, for US$750 million in stock.
The company says this acquisition will enhance Google's existing expertise and technology in mobile advertising, while also giving advertisers and publishers more choice in this growing new area.
"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," said Susan Wojcicki, Vice President of Product Management at Google. "AdMob is the quintessential Silicon Valley startup – generating impressive year on year revenue growth – and we're excited to welcome this talented team to Google."
"I think people underestimate how important ads have been to funding the development of innovative content on the Internet. Our goal all along at AdMob has been to make it possible for developers and publishers to bring their products and ideas to mobile with the same business model," said Omar Hamoui, Founder and CEO of AdMob. "We're proud of the progress we've made towards accomplishing this goal, and joining Google will only accelerate this process, ultimately leading to very real benefits for end users around the world. As publishers and developers generate more revenue from their mobile products, they will invest more, and their mobile offerings will become richer, more creative and more robust."
The deal will help Google in its efforts to develop more effective tools for creating, serving and analyzing emerging mobile ads formats. As this ecosystem continues to grow, the company expects these new marketing media to offer significant benefits:
Publishers and developers were promised they will be able to monetize their content more effectively, which has benefits for the wider mobile ecosystem, while Google says users will see more relevant ads and ultimately get access to more ad-supported content and applications.
"Attracting the world's top engineering talent and people with entrepreneurial vision to Google has always been crucial to our success. AdMob's proven track record in innovating at speed will help maintain that culture – which is why we are so excited to be working with them," added Vic Gundotra, Vice President of Engineering at Google.