As the FTC responded to the Google Admob acquisition which Business Insider deputy editor Dan Frommer calls Pathetic in terms of why they even evaluated this transaction, Paul Palmieri, the CEO of the largest independent mobile advertising network Millennial Media responds with a comment.

Paul Palmieri goes on to say:

“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. 

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 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.”

–Paul Palmieri, president and CEO, Millennial Media

Market Growth In Mobile
Mobile is booming and the market is growing like crazy which is why I’ve been so bullish on mobile advertising – a link here.

IDC’s first estimate on market share for the mobile ad networks (Nov ’09):

• Google &AdMob: 21%

• Millennial Media: 12%

• Yahoo!: 10%

• Google: 10%

• Microsoft: 8%

• Quattro Wireless: 7%

• Jumptap: 6%

• AOL: 2%

• Nokia: 2%

• Other: 31%

Inside the Number In Mobile
Just this week Millennial Media in its latest Mobile Mix report, which focuses on device, OS and carrier share, iPhone and iPod touch accounted for 62 percent of all ad impressions on Millennial’s mobile network in April. Millennial’s report that shows Android ad impressions rising 77 Percent In April and iPhone sees an 8 percent drop.

Millennial’s mobile advertising network reaches 83 percent of 72 million mobile web users in the U.S., is seeing growth 77% month over month, and has grown 282% since January.

Apple OS holds the top spot on Millennial’s network in April with 62% share of Smartphone impressions. Coming in second is RIM’s BlackBerry. Android’s is coming up fast with 10% of impressions for the month of April.