Google goes on a buying spree

The company confirmed that it would be putting down US$750 million (AU$838 million for mobile handset advertising specialist AdMob. The California-based firm specialises in embedded advertisement placement for mobile web pages and handset applications.

Google said that the aim of the acquisition was to supplement and strengthen its mobile reach beyond its current search ad platform.

The company envisions the combined advertising platform as a way to offer new avenues to advertisers while also helping developers supplement development costs and keep retail pricing for the applications down.

"We believe that great mobile advertising products can encourage even more growth in the mobile ecosystem. That is what has us excited about this deal," wrote Google vice president of product management Susan Wojcicki in an official blog posting.

"We believe users will benefit from this deal, through more mobile content and through better mobile ads that deliver useful information."

The AdMob buy was not said to be Google's only Monday acquisition. News site TechCrunch cited multiple company sources in reporting that the company has agreed to pay some US$30 million (AU$32 million) to acquire telephony specialist Gizmo5.

Gizomo5 uses the SIP protocol to allow users to place calls over internet. Reports suggest that the company's technology could be used to help build the Google Voice platform into a more robust VoIP offering.