Google has signed a definitive agreement to acquire global mobile display technology provider AdMob for USD 750 million in stock. This acquisition will enhance Google's existing expertise and technology in mobile 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 analysing emerging mobile ads formats. As this ecosystem continues to grow, the company expects these new marketing media to offer significant benefits with advertisers will be better able to engage mobile users with AdMob's ad formats, publishers and developers will be able to monetise their content more effectively and users will see more relevant ads and ultimately get access to more ad-supported content and applications. Both companies have approved the transaction, which is subject to customary closing conditions.
