Internet Expert's New White Paper: Googleopoly V* Why the FTC Should Block Google-AdMob

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Precursor LLC President Scott Cleland lists top ten reasons why Google-Admob would "substantially lessen competition"

Today Precursor LLC** released the first in-depth, public antitrust analysis of Google's proposed acquisition of AdMob, "the world's largest mobile advertising marketplace" and concluded that the acquisition is anti-competitive and should be blocked by the Federal Trade Commission.

Precursor LLC President Scott Cleland said:

  • "A Google acquisition of AdMob would eliminate Google's only substantial rival platform in mobile in-application advertising and catapult Google from an estimated 25% share to over 75% share of this strategic gatekeeper market for monetizing mobile Internet applications."
  • "Combined with Google's search advertising monopoly and dominance of mobile search advertising, Google's acquisition of AdMob, 'the world's largest mobile advertising marketplace,' would likely tip the broader mobile advertising marketplace from a competitive to a monopoly trajectory."
  • "In short, the AdMob acquisition threatens to foreclose competition and facilitate monopoly in a strategic gatekeeper market essential to the Internet economy, which would harm: consumers, developers, advertisers, publishers, smart-phone manufacturers, and broadband providers."

Read the complete Googleopoly V white paper (PDF).

*Googleopoly IV: How Google Extends Search Monopoly to Monopsony over Digital Info 9-15-09
Googleopoly III: Dependency: The Crux of Google-Yahoo Ad Agreement 10-3-08
Googleopoly II: Google's Predatory Playbook to Thwart Competition; 9-23-08
Googleopoly: The Google-DoubleClick Anti-Competitive Case; 9-17-07

**The views expressed in this white paper are solely the author's and not the views of any Precursor clients. Scott Cleland's Full Biography.


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Scott Cleland
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