Home  › Media › Mobile

Done With Dumb Phones, AdMob Doubles Down on Apps

  |  September 6, 2011   |  Comments

In step toward premium mobile, AdMob directs WAP publishers to AdSense.

AdMob is on its way to becoming an app-only ad network.

By the end of this month, the Google-owned mobile ad seller will quit serving ads to older, WAP-based (define) mobile sites. Instead it will direct those publishers to its AdSense network, where Google says it is "pleased to offer a unified, specialized service for mobile web site publishers."

Beginning on October 1, AdMob will be Google's hub for ads on high-end devices such as iPhones and Android gadgets. That includes both app and browser-based inventory, but eventually AdMob intends to kick out all the browser ads. While it hasn't named a cut-off date for when it will stop serving ads to smart phone browsers, it's encouraging all mobile web publishers to begin the switch to AdSense now.

Why the exclusive focus on apps? One reason is they offer a richer creative palette and therefore higher CPMs than many browser environments. By focusing on such premium offerings as the mobile ad space matures, AdMob may hope to avoid the fate of legions of Web-based ad networks that suffered years of weak prices resulting from an excess of Interactive Advertising Bureau standard banner inventory.

According to Google, the bifurcation of web and app mobile inventory is simply another step in the integration of AdMob and Google. That integration was previously indicated by offerings such as DoubleClick ad serving in AdMob and an AdSense backfill option for AdMob publishers with unsold inventory.

In its blog post warning mobile publishers of the change, Google sought to assuage concern among mobile site owners that the move could result in a technical headache and lower revenue. It said, "We are absolutely confident that…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."

Google says the division of its mobile ad sales into app and web-based inventory has been underway for some time. Earlier this year, participants in an AdSense for Mobile Applications beta test were switched to AdMob.

ClickZ Live New York Want to learn more?
Join us at ClickZ Live New York this March 30 - April 1. With over 15 years' experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today to secure your place and save $300!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • Manager of Online Advertising
      Manager of Online Advertising (Connections Education) - ColumbiaCompany Summary: Connections Education is a leading provider of high-quality, highly...
    • SEO Manager
      SEO Manager (Ziff Davis) - New YorkAre you an experienced digital marketer with enterprise level SEO experience that wakes up in the morning thinking...
    • Manager of Paid Search Advertising
      Manager of Paid Search Advertising (Connections Education) - ColumbiaManager of Paid Search Advertising    Company Summary: Connections...