Google / AdMob Outcome Favors Preservation of an Open Ecosystem in Mobile Advertising Market
Millennial Media, the largest mobile advertising platform, released the below statement in support of the FTC ruling on Google's acquisition of AdMob, preserving an open and competitive mobile advertising market.
"As one of the very few key market makers in the mobile advertising space, we applaud the FTC's decision today to approve the Google / AdMob deal," said Paul Palmieri, president and CEO, Millennial Media. "Although Millennial Media didn't have a direct dog in this fight, we were a willing participant in industry data and information sharing with the FTC. And, one of the largest outcomes of this deal is that the FTC recognized how competitive this market is and can be – provided it remains an open ecosystem. The burden is now on regulators, and on Apple in particular, to preserve an open and competitive market that will provide the most choice and value for developers and consumers, no matter how tempting it is to do otherwise."
The following data from IDC on the Mobile Advertising Landscape spotlights the major players in the market, and demonstrates the shift in market share now with a combined Google / AdMob organization.
Info from IDC on Mobile Advertising Landscape
The following table represents estimated 2009 U.S. mobile advertising market shares, based on IDC's forecast for 2009 (see Worldwide and U.S. Internet Advertising 2009–2013 Forecast and Analysis, IDC #218271, June 2009):
- Google &AdMob: 21%
- Millennial Media: 12%
- AdMob: 11%
- Yahoo!: 10%
- Google: 10%
- Microsoft: 8%
- Quattro Wireless: 7%
- Jumptap: 6%
- AOL: 2%
- Nokia: 2%
- Other: 31%
For additional information, or to speak with someone from Millennial Media, please reach millennial@sutherlandgold.com.
About Millennial Media, Inc.
Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile decisioning, serving, and mediation platforms are powering some of the largest companies in the media business today. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers and developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Millennial Media was named the 2010 OnMedia Top Private Company in Digital Media. For more information, please visit http://www.millennialmedia.com or follow us on Twitter @millennialmedia.
Contacts:
For Millennial Media, Inc.
Mike Barash, 650-520-0120 (cell/text)
mbarash@sutherlandgold.com