FTC approves Google's AdMob buy, cites Apple's iAd competition

Google's attempt to swoop in and buy AdMob out from under Apple was looking like a Pyrrhic victory for a second there, as Federal Trade Commission approval of the deal hung in the balance based on concerns that El Goog would control far too much of the online advertising market. It's ironic, then, that Apple's acquisition of Quattro Wireless and the introduction of the iAd platform in iPhone OS 4 is what convinced the feds to let Google's acquisition go through -- the FTC says that Apple's entry into the market will provide significant competition to AdMob, regardless of whether or not it's owned by Google. That means Google's free to pursue all the ad-based initiatives in Froyo it announced yesterday at I/O, and it means we should see the already-heated rhetoric between Mountain View and Cupertino get another notch hotter. It's going to be a wild summer, folks -- get ready.

Update: Here's a statement from AdMob founder and CEO Omar Hamoui on the deal -- he's got a fuller piece on his blog, linked below.

"We are extremely pleased with today's decision from the Federal Trade Commission to clear Google's acquisition of AdMob. Over the past six months we've received a great deal of support from across the mobile industry – and we deeply appreciate it. Our focus is now on working with the team at Google team to quickly close the deal."