Alongside its core mobile advertising network, AdMob offers clients an analytics service that measures mobile website traffic, and a metrics tool which stores and analyses data from visits to ads on mobile sites.

The acquisition, Google said, will help it develop more effective tools for creating, serving and analysing emerging mobile ads formats.

Both companies have approved the transaction, which will now be subject to customary closing conditions.

Google’s vice president of product management Susan Wojcicki said: “Mobile advertising has enormous potential as a marketing medium and while this industry is still in the early stages of development, AdMob has already made exceptional progress in a very short time.”

AdMob founder and CEO Omar Hamoui (pictured) added: “Our goal all along at AdMob has been to make it possible for developers and publishers to bring their products and ideas to mobile with the same business model. We’re proud of the progress we’ve made towards accomplishing this goal, and joining Google will only accelerate this process, ultimately leading to very real benefits for end users around the world.”