Google Cheers Apple-Quattro Deal

Google is happy that Apple has decided to acquire Quattro. The company believes the new acquisition will help with regulators taking a closer look at its proposed $750 million acquisition of AdMob.

According to the Google Public Policy blog yesterday:

When we announced our planned acquisition of AdMob in November, we noted that the mobile advertising space is highly competitive -- with more than a dozen mobile ad networks.  In fact, the experts at MobiThinking recently called mobile advertising a "very fragmented" space, in which "no ad network is dominant" and "no one really knows what ad network is biggest."

Today's news that Apple is acquiring one of AdMob's competitors, Quattro Wireless, is further proof that the mobile advertising space continues to be competitive.  And with more investments and acquisitions in the space, including from established players like Apple and Google, that's a sign that vigorous growth and competition will continue. That's ultimately great for users, advertisers and publishers alike. 

It's not clear to me whether in fact this does help Google's case, but the company is obviously trying to use the event to its advantage.