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Apps, Ads, and Antitrust:

03 June 2014

CPI Competition Policy International

App developers monetize their apps in many ways, one of which is advertising. AdMob
was one of several startup mobile advertising networks. After Google announced its acquisition
of AdMob, the Federal Trade Commission (FTC) began an investigation to assess whether the
transaction would eliminate competition between the companies, resulting in too much market
concentration. But the mobile industry shifted even as the FTC’s investigation was pending. In
January 2010 Apple announced its $275 million acquisition of Quattro Wireless (Quattro),
another startup in-app advertising network that Apple subsequently rebranded iAd.

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