All sorts of sensible reasons for Google to buy AdMob, but we prefer conspiracy theories...
Why did Google pay $750m to make AdMob its third biggest ever corporate acquisition? There are all sorts of plausible business reasons, which I'll examine later. But I'm far more interested in rumour and innuendo.
As soon as the deal was done the blogs were humming with the rumour that Google snatched up AdMob from the outstretched fingers of Apple.
Apparently the Cupertino giant had been sniffing around the ad firm for months, eager to snap up the company responsible for an estimated 80 per cent of in-app advertising. Clearly, if apps are going free then post-download monetisation is going to get more and more strategically important.
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