Google’s (NASDAQ:GOOG) AdMob mobile advertising network now receives over 2 billion ad requests each day, more than quadrupling requests over the last year. According to Google, the AdMob network now fields more requests in each 24-hour period than it did in the entire month of December 2007; more than 100 million unique Android and iOS devices request ads each month, nearly doubling over the last six months. Asia leads all international markets in terms of regional growth, with monthly ad requests increasing 564 percent over the past year–Western Europe is next at 471 percent, followed by Oceania (363 percent) and North America (266 percent).
Google acquired AdMob for $750 million in 2009, finalizing the deal last May. According to research firm IDC, Google controlled 59 percent of the U.S. mobile advertising market (including search and display ads) at the end of 2010; prior to the AdMob deal, Google represented 48.6 percent. Apple (NASDAQ:AAPL), which in January 2010 acquired mobile ad network Quattro Wireless for $275 million and introduced its iAd platform in July, finished 2010 controlling 8.4 percent of the market, IDC adds.