AdMob’s Transparency Changing Post-Google Acquisition


For the past two years, AdMob has released a jam-packed report each and every month, publicizing its activities in the mobile advertising market and detailing the industry’s rapid development.

But with the official close of Google’s $750 million acquisition of AdMob, the mobile ad network’s level of transparency is changing. AdMob said it is issuing its final Mobile Metrics Report today. While it has had its share of controversies, and it was questionable how independent the analysis could be going forward, the report gave publishers and developers a valuable guide to the top countries where ads were being viewed, and the top devices that were being used to view them.

How it will change is not exactly clear. AdMob said in a blog post today it is taking “a break,” while it considers “how to reinvent the report to make it more useful and relevant.” They promise to continue sharing data, and in the meantime, will post regular data to their blog.

In fairness, the two-year mark is probably a good time to re-evaluate the report given how much things have changed in that time. AdMob reports this month that ad requests totaled 8.3 billion in the U.S. and that worldwide requests soared to 20.65 billion last month. Over a year, that adds up to a number that’s simply too hard to wrap your head around, and as it grows, it may be comparable to Google (NSDQ: GOOG) reporting how many PC ad requests it receives during a given month.

AdMob said it began issuing this report to help the mobile ecosystem make better business decisions. In fact, the report is one of the reasons the company became so well-known, and has received so much publicity in that short time. In its farewell post, AdMob has detailed just how far things have come in the past 24 months.

Here’s some of its findings:

— In May 2008, smartphones generated 22 percent of ad requests and in May 2010 they accounted for 46 percent of ad requests.

— In May 2008, the iPhone and iPod touch generated 1.3 percent of worldwide requests and the first Android handset was still six months from launching. Two years later, the two platforms accounted for 42 percent of all ad requests worldwide.

— Motorola (NYSE: MOT) feature phones were the top-three devices in AdMob

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