Google CEO says Apple helped AdMob deal

* Schmidt says hopes Google/Admob deal is approved

* FTC reportedly gearing to challenge acquisition

WASHINGTON, April 11 (BestGrowthStock) – Apple’s (AAPL.O: ) plunge
into the advertising market announced this past week gave
Google (GOOG.O: ) a big boost in arguing for regulators to
approve its acquisition of mobile advertising leader AdMob,
Google CEO Eric Schmidt said on Sunday.

U.S. antitrust enforcers are apparently concerned the AdMob
purchase could hurt applications developers, who often sell
their apps for very little and make their money by selling
advertising space on them.

But Schmidt, speaking after a speech at the American
Society of News Editors, said Apple’s plan to make a foray into
the advertising market with iAd, was “evidence of a highly
competitive market.”

“It just seems obvious to me,” said Schmidt. “I hope it
(Google’s purchase of AdMob) gets approved.”

Apple’s new advertising platform for the iPhone and iPad —
dubbed iAd — marks Apple’s first move into a small but growing
market. [ID:nLDE6380JB]

With iAd, applications developers will pocket 60 percent of
the revenue. Apple will sell and host the ads.

Apple’s entry into the mobile ad arena had been widely
expected. It paid $270 million for Quattro Wireless, an
advertising network that spans both mobile websites and
smartphone applications.

Google, the online search leader, announced a $750 million
deal in November to buy AdMob, which controls about one-third
of the market for putting ads on mobile applications and web
pages.

FTC staff have been canvassing app developers to try to
line up support to fight the deal, said one developer, who
asked to remain unidentified because he had been interviewed by
FTC attorneys.

“It’s been really interesting talking to them because they
are so dead set against this,” said the developer. “They have
been clearly positioning to try to stop this.”

Google, which generated 97 percent of its $23.7 billion in
2009 revenue from advertising, has faced growing antitrust
scrutiny.

The company walked away from a search deal with Yahoo
(YHOO.O: ) in 2008 when the Justice Department said it would
challenge the tie-up. And Schmidt was forced to step down from
Apple’s board last year after his dual roles came under FTC
review.

The U.S. Department of Justice has been sharply critical of
Google’s settlement with book publishers and authors’ groups
that would allow the search giant to create an online digital
library.

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(Reporting by Diane Bartz; Editing by Valerie Lee)

Google CEO says Apple helped AdMob deal