Led by Professor Simon Wilkie and Dr. Michael A .Williams, CE was retained by the U.S. Federal Trade Commission ("FTC") to assist in the FTC’s evaluation of the likely competitive effects of Google’s proposed acquisition of AdMob. The merger raised issues of first impression in the nascent market for mobile advertising networks. After a thorough economic analysis, the FTC approved the merger, based in part on Apple’s acquisition of Quattro Wireless, which Apple used to launch its own iAd service.