The concerns of Google were overshadowed by Apple's launch of its mobile ad platform, as well as the development of ad networks by third-party companies.
The $750 million AdMob deal announced in November 2009 had a multimillion-dollar kill clause that Google Chief Executive Officer Eric Schmidt told investors last week the company would never have to use.
"Although we do not think this deal will have a significant near-term financial impact, we believe it helps solidify Google's position in the mobile space," wrote J.P. Morgan analyst Imran Khan. "The acquisition of AdMob will allow Google to further monetize its support of the development and use of mobile internet content. We think AdMob will provide Google with the technology to create, serve and analyze emerging mobile ad formats."
AdMob clients include Ford Motors, Coca-Cola, Electronic Arts, Procter & Gamble, MTV Europe, Adidas AG and Paramount Pictures, among others, according to Khan. He believes the mobile ad company has managed to stay onestep ahead of its competitors through its acquisition of AdWhirl, which acts as a mobile ad exchange and allows mobile developers to use AdMob or competing mobile ad networks such as Quattro, VideoEgg or Mobclix.