Google Restructures Mobile Ad Services, Limits AdMob to Apps

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In an effort to streamline its mobile advertising efforts, Google (NAS: GOOG) will transition all mobile website publishers to its AdSense service platform, limiting access to its AdMob network to mobile application developers.

Beginning Sept. 30, Google will halt AdMob support for older WAP sites -- for the time being, Google will continue to offer AdMob products and services for promotions and sites optimized for smartphones, although it will eventually transition those publishers to AdSense as well.

"If you're an AdMob advertiser who wants to reach users on WAP mobile devices, AdWords can help you reach hundreds of millions of users across the Google Display Network," writes Google mobile ads product management director Clay Bavor on the Google Mobile Ads Blog.

Google began the transition earlier this year, migrating all AdSense for Mobile Applications beta participants to AdMob. "We know that these sorts of transitions can cause our customers some extra work, but we are absolutely confident that by having products to suit the specific needs of app developers and web publishers, we'll be able to offer the best technology and reporting, the easiest to use tools, the highest quality ads, and the most revenue possible," Bavor states.

Google acquired AdMob for $750 million in 2009, finalizing the deal in May 2010. According to research firm IDC, Google controlled 59 percent of the U.S. mobile advertising market (including search and display ads) at the end of 2010; prior to the AdMob deal, Google represented 48.6 percent. Earlier this year, Google said the AdMob network now receives over 2.7 billion ad requests each day, with traffic increasing more than 3.5 times over the last year alone.

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