Why did Google buy AdMob?

A big announcement for big money, a few days ago. The obvious is that Google wants to make a play for the mobile ad market, but the real reason is Data. John Battelle hits the nail on the head: "Droid. Data. Droid. Iphone App Data. Droid."

Will people pay for mobile content?

When asked, people never want to pay for digital content (and advertising money isn't enough to support everything) [adweek.com]