Google in Acquisition of AdMob

New York: If US regulators seek to block Google's purchase of mobile telephone advertising company AdMob, Internet giant is prepared to fight. Google CEO Eric Schmidt said in an interview with the CNBC television channel "We always believed that this is an acquisition that should go through and if it doesn't go through, we'll fight about it."

The US Federal Trade Commission is examining Google's 750-million-dollar purchase of AdMob on anti-trust grounds and is expected to rule shortly. Schmidt said Google, which bought AdMob in November, sees the mobile advertising space as a "hugely competitive market."

Two consumer groups, Consumer Watchdog and the Center for Digital Democracy, urged the FTC in December to block the takeover on anti-trust grounds and said the deal also raises privacy concerns.

Last year, Google was forced to revise its legal settlement with authors and publishers over its digital book-scanning project amid objections from the US Justice Department. Google was also forced to abandon a proposed advertising agreement with Yahoo! amid Justice Department anti-trust concerns.

AdMob was founded in 2006 by Omar Hamoui as a California technology startup focused on building tools that let Web advertisers follow potential customers onto mobile devices.

Apple, which bought AdMob rival Quattro Wireless in January, unveiled a new mobile ad platform last month called "iAd" which allows software developers or advertising agencies to embed ads directly into applications being offered for the iPhone, the iPod Touch and the iPad.