Google and Apple look set to battle it out over the market for mobile online advertising, according to one industry observer.

James Atkinson, editor of trade magazine Mobile, said the potential audience for internet marketing services aimed at smartphones and other on-the-go devices means Google is "sure to want a slice of [the] action".

Indeed, it has already launched the Nexus phone as a way of protecting its online advertising on the "fourth screen".

However, the impending launch of Apple’s iAd network for the iPhone and iPod touch devices is set to intensify the competition for top brands, he added.

"I’m sure they’ll both be going for it," Mr Atkinson commented.

The iAD network is set to go live on July 1st.

According to Apple, the company has already lined up mobile campaigns from Chanel, Nissand and Walt Disney Studios.

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