www.WirelessFederation.com/news: A sworn declaration has been seeked by US regulators from Google Inc. competitors and advertisers. The declaration is the part of the regulators probe of the Internet Company’s bid to buy AdMob Inc., indicating the government may challenge the deal.
Google’s proposed purchase of AdMob is under the Federal Trade Commission investigation to find out whether the deal would reduce competition in the market for Internet advertising on mobile phones.
AdMob sells ads that appear on Web pages and applications on mobile phones and the agency is assessing whether the purchase would let Google parlay its dominance in Internet searches on computers to phones.
Declarations are collected by Agency officials when they think there is some significant chance. The court will be asked by the agency to block a merger, or seek to modify a deal.
Google on the other hand has decided to continue the talk with the FTC and provide information. The deal between Google and AdMob will give rise to the largest mobile- advertising company in the USA reigning over 21% of the market in 2009.
According to Thomas Ensign, counsel in the antitrust, competition and trade practice of Freshfields Bruckhaus Deringer LLP in Washington, it is difficult to envision a scenario where this development, if true, is positive for Google-AdMob but it doesn’t necessarily mean the agency is going to challenge the deal.
Agency’s staff might be persuaded by the negotiation between Google and the FTC that the deal won’t harm competition but at the end of the investigation it’s up to the agency’s commissioners to decide whether to challenge the deal in court.
