• Reuters, Monday, May 10, 2010 3:06 PM

As if Google wasn't having a hard enough time getting government approval for its AdMob acquisition, WPP head Martin Sorrell is calling for even more scrutiny of the proposed deal. "[Regulatory investigation] should be rigorous," Sorrell told Reuters "on the sidelines" of the World Economic Forum on Europe. "I don't think in the case of DoubleClick it was deep enough and strong enough," Sorrell said of the U.S. Government's supervision of Google's acquisition of the display ad giant for $3.1 billion in 2008.

Last November, Google announced plans to buy AdMob -- which controls about one third of the market for putting ads on mobile applications and Web pages -- for $750 million. Sources familiar with the U.S. antitrust inquiry into the acquisition have told Reuters they were concerned about the impact of the deal on applications developers.

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