Case | HBS Case Collection | July 2010 (Revised December 2010)

AdMob (A)

by Mikolaj Jan Piskorski, Samuel Cohen and Nithya Vaduganathan

Abstract

AdMob's CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, powered 6,000 websites and 1,000 applications, and served over 6 billion advertising impressions a month to 25 million unique visitors. AdMob's success attracted numerous competitors, such as Millennial Media and Quattro Wireless, both of which were expanding quickly and had raised considerable capital. The company now needs to allocate its limited resources wisely to position it for long-term success.

Keywords: Online Advertising; Growth and Development Strategy; Resource Allocation; Competition; Competitive Strategy; Expansion; Mobile Technology; Advertising Industry;

Citation:

Piskorski, Mikolaj Jan, Samuel Cohen, and Nithya Vaduganathan. "AdMob (A)." Harvard Business School Case 711-406, July 2010. (Revised December 2010.)