Travel advertisers who may have feared the market power inherent in Google's pending $750 million acquisition of rival mobile ad network AdMob won't find any help at the Federal Trade Commission.
The FTC closed its investigation of the proposed acquisition, arguing that Apple's purchase of the #3 mobile ad network Quattro Wireless in December 2009 and its introduction of the iAd platform, coupled with other resources at Apple's disposal, ensure "that Apple quickly will bcome a strong mobile advertising network competitor."
The FTC notes that Apple has extensive ties with both consumers and apps developers, and can leverage proprietary data from iPhone users to serve targeted ads.
"Furthermore, Apple's ownership of the iPhone software development tools, and its control over the developers' license agreement, gives Apple the unique ability to define how competition among ad networks on the iPhone will occur and evolve," the FTC says.
And, the FTC notes that many new players, including companies developing or buying new smartphone platforms, will emerge in the mobile ad-network arena.
With all of these developments, the pairing of the #1 and #2 mobile ad-network providers, Google and AdMob, should look a lot less imposing today -- and in the future -- to travel and other advertisers than it did when announced in November 2009.
The only remaining question looming is when Google shells out $750 million to close on the AdMob deal, will it still have enough in the kitty to toss $1 billion or so at ITA Software?
Ya, it's likely all in the budget.