AdMob Has Bought Rival AdWhirl For Undisclosed Sum

Adwhirl Ads on iPhone

AdMob has acquired AdWhirl, which aggregates several mobile ad networks together. The acquisition is a fairly strange twist to a saga that began earlier this year when the two battled publicly over AdWhirl’s policies.

VentureBeat is reporting that AdMob confirmed the acquisition, but the company is not saying how much it paid. Here’s the official release.

In June, AdMob said it was no longer going to allow AdWhirl or other aggregators to pull inventory from its network because of technical glitches. The decision faced a ton of public criticism because developers liked the idea of tapping one ad network that could source inventory from several others — thereby ensuring that they would get the highest fill rate possible. At the time, AdMob said it was doing this to provide a better user experience, but it also it may have had more to do with protecting market share. Now, AdMob intends on doing the same thing by creating an open source tool using AdWhirl’s technology.

AdMob said the tool will provide “a transparent and unbiased solution for developers to allocate their inventory among multiple mobile ad networks and maximize the fill rates and revenue potential of their applications.” They should be available in the coming weeks, and in the interim, publishers will be able to continue utilizing AdWhirl

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