Mobile advertising company AdMob has been acquired by search engine giant Google in a multimillion dollar deal.
A message posted on the official Google blog claims that the company is investing in a mobile future by completing the £450 million deal.
It also suggests that the mobile marketing industry is still in its early stages, despite the substantial growth in mobile usage and business investment over the last few years.
"For publishers of mobile websites and applications, this deal will mean better products and tools and more effective monetisation of their content - allowing them to focus more on their users and less on how to generate revenue," the blog adds.
Advertising continues to be Google's largest source of cash and it is hoped that the acquisition of AdMob, which is considered by market experts to be one of the strongest companies of its type, will help the search engine establish itself in the mobile market.
Once the deal has been finalised, it will represent Google's most expensive purchase since it paid £1.91 billion for online ad service DoubleClick in March 2008.
