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iAds to grab one-fifth of US mobile ad market by year end

Google's share in the market will drop to 21 per cent from 27 per cent.

Apple's mobile advertising platform iAds could capture one-fifth of the US mobile ad market by the end of this year, Bloomberg BusinessWeek reported on Sunday, based on the estimates provided by research firm IDC.

Apple will end 2010 with a 21 per cent share of the mobile-ad market, the report projected, while observing that the company's entry into mobile ads was the reason for the decline in the market shares of its rivals.

Since June, the number of brands that have agreed to run ads through the iAds network has doubled, Apple spokeswoman Natalie Kerris said.

Google's share will drop to 21 per cent from 27 per cent last year, when combined with results from AdMob, the ad network it bought in May, the news report said.

Microsoft's share will decrease from 10 per cent in 2009 to 7 per cent this year, while Yahoo's share will fall from 12 per cent to 9 per cent.

Meanwhile, the IDC report has also estimated that mobile advertising in the US will double from last year to $500m.