This morning Mashable is reporting that Google has officially acquired mobile ad provider AdMob for $750 million.  It was only a matter of time before AdMob had to give up its independence and cash out.  The that Sequoia was the leading backer of the company as well as AdMob having several former Googlers on their payroll it seems fitting, albeit disappointing, that the Big-G would snatch up the company.

Google Acquisition Day

Keep an eye on our ongoing coverage of the Google-AdMob story as well as other rumored acquisitions today on SiliconANGLE. –mrh

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As indie mobile ad shops started growing rapidly through 2006 – 2007 during a first wave of consolidation Google, initially tried to dismiss them by releasing a product that attempt to convert regular websites into portable content for mobiles.  When that did not pan out the only other hope for Google was to plan that mobile devices would mature quick enough and their browsers would be able to provide a great user experience on regular sites thus being able to push their normal DoubleClick inventory.

The problem is that for how little people pay attention to ads on regular site they pay even less attention to them while shrunken down on the little mobile screen.  It was apparent that as a new generation of devices and software were being released that specific ad units could be created to get a user’s attention, provide a good experience, and ultimately provide good ROI for the ad clients.

Little will change in the short term as the DoubleClick integration took a long time to figure out but expect to see some movement and consolidation around sales/inventory between AdMob and the DoubleClick display folks down the road.  Another interesting thing will be to see what, if anything Google will do with AdMob’s free analytics product over time.