GOOGLE TO ACQUIRE ADMOB

Today Google Inc. announced that it has signed an agreement to acquire AdMob, a mobile display ad technology provider, for $750 million in stock. What does this mean for Google? AdMob will enhance Google's existing expertise and technology inmobile advertising, while also giving advertisers and publishers more choice in this growing new area.

The deal will help Google in its efforts to develop more effective tools for creating, serving and analyzing emerging mobile ads formats. Google hopes to see these benefits:

• Advertisers will be better able to engage mobile users with AdMob's ad formats
• Publishers and developers will be able to monetize their content more effectively, which has benefits for the wider mobile ecosystem
• Users will see more relevant ads and ultimately get access to more ad-supported content and applications - improving their mobile experience

Both companies have approved the transaction, which is subject to customary closing conditions.