FTC Decides Google and AdMob Are Free to Marry... At Last

Last Updated May 21, 2010 3:18 PM EDT

Its move to push off its decision on the Google/AdMob deal last week the first clue that the FTC was beginning to realize that the mobile ad network is way too dynamic right now to be worried about lil ol' Google (GOOG) taking it over.

But now it's final. Citing Apple (AAPL), in particular, as a reason not to continue to pursue antitrust allegations against Google, the FTC said today in a statement:

As a result of Apple's entry (into the market), AdMob's success to date on the iPhone platform is unlikely to be an accurate predictor of AdMob's competitive significance going forward, whether AdMob is owned by Google or not.
Exactly. So Google's $750 million acquisition of AdMob is going to go through!

The FTC also acknowledged that this new market won't necessarily come down to a grudge match between Google and Apple, noting there are plenty of other companies nipping at both of their heels. One thing this does not mean, however, is that the FTC is going to take a hands-off attitude toward emerging marketplaces, as it stressed in a press release it would "give the same level of antitrust scrutiny" to new markets as old one.

Well, you weren't expecting the FTC to admit that this specific antitrust pursuit was a complete waste of time and taxpayer money, were you?

Previous coverage of the Google/AdMob deal at BNET Media: