Google to Buy Mobile Ad Analytics Firm for $750m

Google has agreed to acquire mobile ad technology, analytics and metrics provider AdMob for $750m in stock, to enhance its expertise in mobile advertising.

Google says the deal will help it develop more effective tools for creating, serving and analyzing emerging ad formats on mobile phones.

Founded in 2006, AdMob serves more than 2.5 billion mobile banner and text ads per month, and through its AdMob Mobile Analytics service, it offers a system to gain insight into user behavior and measure usage of mobile web sites and mobile ad campaigns.

'Our goal at AdMob has been to make it possible for developers and publishers to bring their products and ideas to mobile with the same business model,' said Omar Hamoui, Founder and CEO of AdMob. 'We're proud of the progress we've made towards accomplishing this goal, and joining Google will only accelerate this process, ultimately leading to very real benefits for end users around the world.'

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

Web sites: www.google.com and www.admob.com .