Google has announced plans to acquire mobile advertising network AdMob in a $750m stock deal to boost its position in the fast-growing industry.
The deal will enable Google to combine its own search ads with AdMob's network for delivering display ads on mobile web pages and applications, according to the Financial Times.
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Mobile advertising is growing rapidly and AdMob claims its business has doubled in the past year to more than 10 billion messages a month.
The deal will enable Google to increase its ability to compete with rivals Microsoft and AOL, which have each made mobile advertising acquisitions in the past two years.
In October, Google added a feature called Comparison Ads that lets users compare multiple relevant offers served by its AdWords advertisement engine to boost its traditional online advertising business.
The addition is part of Google's continuing effort to make advertisements more relevant and useful to users and to help advertisers reach the people who are most interested in their products, the firm said.
Comparison Ads lets users specify more exactly what they are looking for and then displays relevant ads side by side for comparison.