Google integrates AdSense inventory into AdMob network

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Six months after completing its $750 million acquisition of mobile advertising network AdMob, Google is integrating the service with its AdSense contextual advertising solution, enabling eligible iPhone and Android application developers across the AdMob network to show AdSense promotions when AdMob inventory is unavailable. "This will also enable Google advertisers to extend the reach of their mobile campaigns to the thousands mobile apps in AdMob's network, such as Rovio's Angry Birds," writes Google Mobile Ads product manager Jason Morse on the Google Mobile Ads Blog.

According to Google, publishers using a recent version of the AdMob SDK are not required to update their existing code--reporting will integrate directly into their AdMob accounts, with a single check arriving each month. Google adds that publishers will not be able to filter the types of AdSense promotions that run in their apps, meaning partners who've selected ad filters for their AdMob inventory must opt in to receive Google ads via the App Settings tab in the Sites & Apps section of their publisher account.

The AdMob/AdSense integration follows days after AdMob founder and CEO Omar Hamoui exited Google, citing personal reasons. Hamoui spent only about five months working at Google--the Federal Trade Commission did not approve the AdMob acquisition until May, after a lengthy probe determined the deal did not pose a threat to competition in the mobile ad market. Google now represents 21 percent of the U.S. mobile advertising market according to data published in September by research firm IDC, running neck and neck with rival Apple's (NASDAQ:AAPL) iAd.

For more on the AdMob/AdSense integration:
- read this Google Mobile Ads Blog entry

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