Questions about Google’s AdMob acquisition
The news about Google’s AdMob acquisition is spreading over the Internet. Famous online media like Techcrunch, Gigamo and Mashable reported this new at the first moment because Google has the biggest online advertisement network in the world and AdMob is the leading ads network on mobile internet and apps. The mobile internet is developing rapidly today. The growth speed of mobile online advertisement is extremely fast. As an example, the revenue of mobile ads on my blog is already comparable with the desktop version.
However, there are a lot of questions to ask about this deal:
First, strictly speaking Google and AdMob have competition before this acquisition. They have overlaps of clients and difference of price. More specific, there is gap between Google adsense for mobile and AdMob to run their ads. I made a comparison between these two mobile ads networks based on my own experience:
- the CTR of AdMob was about 3 times of Goolge adsense for mobile;
- the eCPM of AdMob was about 3.5 time of Google adsense for mobile;
- the fill rate of AdMob was about 80% and Google adsense for mobile didn’t give this figure;
- After all, the revenue from AdMob was about 1.7 time of Google adsense for mobile.
It seems the main difference is that the way AdMob display ads leads to higher CTR. Moreover, Google adsense for mobile only allows one ads on one page while AdMob allows multiple ads. The question is after acquisition method from which company will be used to display ads? It will determine whether the revenue of publisher will increase or decrease.
Second, for users have both Google Adsense account and AdMob account, how these two accounts will merge into one?
Third question is that AdMob can make payment via Paypal and Google only does bank transfer or send check. Their threshold to make payment are also different. How this will change?
As I didn’t use Google Adwords or AdMob advertiser feature, I cannot’ compare difference from the advertiser point of view. But I guess there are also a lot. So I think there are still a long way to go before the deal is closed.