Now the hard work starts.
Just days after the US Federal Trade Commission announced it was dropping its investigation into Google's purchase of mobile ad network AdMob, the deal has been completed.
Google announced the news in a blog post last night, and gave a few more hints about its plans for its new subsidiary.
"We’ll now begin the process of bringing our products and teams together in the best way, and building new products and features together," writes VP of product management Susan Wojcicki.
"We’re working to make this integration happen as fast and as seamlessly as possible."
Wojcicki says that search ads will continue to play a central role as Google ramps up its mobile advertising activities, pointing to existing formats like click-to-call search ads.
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"With many more advances to come, search advertising will remain the central way that many businesses connect with consumers on mobile devices," she writes.
Google also plans to build on AdMob's rich media and video units for iPhone and Android apps.
