Why Did Google Buy AdMob?

Look. Sure, it's a mobile ad platform, and sure, Google wants to play there, more than they already are. OK. Fine. But really. What's the play? Droid. Data. Droid. Iphone App Data. Droid. K? Data. Just to be clear. Data. About what works, on iPhone apps, so they can leverage…

Look. Sure, it’s a mobile ad platform, and sure, Google wants to play there, more than they already are. OK. Fine. But really. What’s the play?

Droid.

Data.

Droid.

Iphone App Data.

Droid.

K?

Data. Just to be clear. Data. About what works, on iPhone apps, so they can leverage it…for Droid.

K.

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

8 thoughts on “Why Did Google Buy AdMob?”

  1. It’s ad serving scale, too. AdMob beat Google in terms of ads served on iPhone apps and mobile in general. The data is important but scale is even more important to Google.

  2. Exactly. I Tweeted the same idea yesterday. This is Google’s typical MO. It’s always about the data. I once had a conversation with a long-time Googler who said the company already has access to so much data that they can’t possibly parse through it all and that it was one of the biggest challenges they faced as a company. But just having the data puts them ahead of everyone else. It’s about control.

  3. Personally, I Think Google bought the next Google…on the paid side of the equation. Visually, mobile is a small space. That means AdMob style ads, which dominate monetized real estate, will contend to become the dominant monetization method. This should pay-off in droves.

  4. Eric Schmidt said why: Scale. They already have their ad code on thousands of apps. You cannot use much of the data on the iPhone platform. It’s just scale, plain and simple.

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