After powerful inspection to make sure the gaining won't make Google a de facto monopoly in mobile advertising, Google's buy of AdMob got the narrow green light and was confirm this past week.

The future release of Apple iAds played a basic role in serving Google clear the antitrust obstacle, and currently the two platforms will go head to head for the budding mobile ad market.

The Google Empire includes a varied collection of online services and moving parts. In spite of the external appearance that Google is mainly an online search engine, the fuel that drives the search engine and funds the Google Empire is advertising.

That clarifies why Google was so violent in outbidding Apple to obtain AdMob for $750 million.

Had Apple sat lazily by, there is a very good possibility that the AdMob contract would have been barren by the FTC out of terror that it gives Google too much of a benefit in the mobile advertising market. In its place, Apple obtained Quattro for $275 million less than half of what it had bid for AdMob.

That buy led to the iAd mobile advertising platform, announced in April at Apple's iPhone OS 4.0 launch event.

In its declaration announcing endorsement of the AdMob buy, the FTC clarifies "The Commission has cause to believe that Apple rapidly will become a strong mobile advertising network participant.

Apple not only has wide relationships with application developers and users, but also is clever to present targeted ads by leveraging proprietary client data gleaned from users of Apple mobile devices."