Google integrates AdMob app inventory into AdWords platform
Roughly two years after acquiring AdMob for $750 million, Google (NASDAQ:GOOG) has fully integrated the mobile ad network into its signature AdWords platform, enabling more than a million online advertisers to reach consumers on mobile devices.
According to Google, advertisers may now access mobile app inventory from directly within the AdWords interface, with the tools to create and manage display campaigns that run across more than 300,000 mobile apps on the AdMob network. Advertisers can build, launch and optimize campaigns across multiple mobile platforms including Google's own Android and Apple's (NASDAQ:AAPL) iOS, with full transparency into where the ads run.
AdWords advertisers may now target consumers according to specific smartphone or tablet device models or a particular manufacturer brand. AdMob already enabled campaigns targeting specific mobile operators, operating system versions and Wi-Fi. Advertisers can also hone their mobile campaigns by selecting from different application categories available in the Google Play storefront and Apple's App Store, or searching for individual apps.
"As mobile continues to grow, we'll continue to develop integrated advertising solutions designed to harness the specific features of mobile devices, usage and context," writes Google Mobile Ads Director of Product Management Jonathan Alferness on the Google Mobile Ads Blog.
As of the end of 2011, AdMob controlled 24 percent of the worldwide mobile display ad market, according to research firm IDC. Independent Millennial Media follows at 17 percent, trailed by Apple's iAd at 15 percent. Google is on pace to generate 2012 mobile advertising revenues in excess of $4 billion, according to a forecast issued in January by Piper Jaffray analyst Gene Munster.
- read this Google Mobile Ads Blog entry
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