Prior to its acquisition by Google, mobile advertising firm AdMob was approached by Apple about a possible purchase, according to a new report. Citing a person familiar with the matter—who declined to be identified due to the private nature of the negotiations—Bloomberg reports that Apple approached AdMob to discuss a possible acquisition “a few weeks” before Google made its $750 million bid. Apple declined to comment on the story, while a spokesperson for AdMob said the company doesn’t comment on “rumor and speculation.” A purchase by Apple would have allowed the company to extend into online advertising, stated Karsten Weide, an analyst with research firm IDC. “If a lot of traffic goes through my devices, why can’t I become the middleman that serves ads against that inventory?” Weide said. “AdMob would have allowed [Apple] to do that quickly.” Weide estimates that together, Google and AdMob will account for between 30 and 40 percent of the mobile advertising market.
Charles Starrett was a senior editor at iLounge. He's been covering the iPod, iPhone, and iPad since their inception. He has written numerous articles and reviews, and his work has been featured in multiple publications.