FTC reviewing Google's AdMob acquisition

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The Federal Trade Commission is reviewing Google proposed $750 million acquisition of mobile advertising network AdMob, the Wall Street Journal reports. Citing sources familiar with the matter, the report states the review appears procedural, adding there is presently no indication that the FTC has identified potential antitrust concerns. "We don't see any regulatory concerns with this deal, but closer scrutiny has been one consequence of our success," a Google spokesperson said. "On that basis, we wouldn't be surprised if there were some regulatory review before the deal closes."

The review coincides with a Department of Justice investigation into Google's proposed Book Search settlement with authors and publishers--earlier this year, the DOJ raised concerns Google could wield too much control over out-of-print books and orphan works, prompting the web services giant to narrow the scope of the proposed agreement. Two years ago, the FTC reviewed Google's $3.1 billion proposal to purchase display advertising company DoubleClick, later clearing the transaction--the Journal notes DoubleClick and AdMob are similar types of companies, with both specializing in serving and targeting graphical ads across digital platforms.

For more on the FTC review:
- read this Wall Street Journal article

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