Google Ads Coming To The AdMob Network As Integration Begins


It’s been about six months since Google (NSDQ: GOOG) completed its $750 million acquisition of AdMob, and today, the two companies are announcing that it has begun the process of melding the two mobile ad networks together.

Over the next few weeks, Jason Spero, director of mobile for the Americas at Google, tells us that the 20,000 application developers in the AdMob network will begin to have access to Google AdSense ads when an AdMob ad is not available. “Publishers will benefit from the increased ad pool, and will make more money,” he said. “For the advertisers it’s extending the reach without having to do anything incremental. We are making this completely seamless and easy for the advertisers.”

In a blog post, the companies say they did a lot of heavy lifting to make this process as simple as possible. Publishers won’t have to update their code, and reporting will be directly integrated into your AdMob account. They will also have the option of opting out of Google’s ads if for some reason they don’t want them. Spero said that some days AdMob is able to fill a publisher’s inventory by 100 percent, but this will help on days where fewer ads are available.

Not all of the features will be brought over from Google’s AdSense to AdMob. For instance, Spero said AdMob already had expandable ads, so those won’t be moving across, but they are adding new things, such as Click to Call and and location-based targeting. Today, there’s already some publishers using both networks, but Spero says the overlap will be limited to a very small percentage.

As for other integration efforts, Spero says this is a first step in the roadmap that goes well into 2011. On the organizational side of things, the former AdMob sales staff is acting as Google’s mobile display specialist team, and Google’s mobile search specialist team continues to function as it always has.

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