In a classic case of a well funded incumbent buying a start-up to gain control over a quickly developing market, mobile advertising provider AdMob has announced it's entered into a definitive agreement to acquire the assets of AdWhirl.
AdWhirl, an in-app advertising aggregator for iPhone apps, launched in April 2009, and raised $1 million in seed funding in June.
It claimed to be serving around one billion ads per month via iPhone and iPod touch apps for over 1,000 developers. CPM raters were reported as being around $1.90.
AdWhirl's selling point was it enabled developers to switch dynamically between different ad networks. Ironically, it supported AdMob, alongside the likes of Quattro Wireless, Mobclix, VideoEgg and JumpTap.
Financial terms of the agreement were not disclosed, but the price could have been as much as $10 million.
AdMob said it would expand on AdWhirl's platform to create enhanced developer tools that will be offered as an open source mobile ad mediation solution. This will enable developers to allocate their inventory among multiple mobile ad networks and maximise their fill rate.
"AdMob's number one priority with this acquisition is to help maximise monetisation opportunities for app developers and publishers," said Omar Hamoui, AdMob's CEO.
"By offering this first ever open source ad mediation solution, our goal is to provide a much needed open, unbiased and transparent tool for mobile publishers who would like to build financially rewarding businesses that are fueled by advertising."
AdMob currently serves 7.1 billion mobile banner and text ads per month, and, in total, has served more than 100 billion ads across a network consisting of more than 7,000 mobile sites and 3,000 apps.
News
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Top Stories
News
1 hour, 12 minutes ago
PocketGamer.biz Week in Mobile Games E14 -Supercell's Squad Busters goes global and why Steam does discoverability better than mobile
News
May 31st, 2024
Week in Views - Squad Busters goes global, broken app stores, and Hill Climb Racing gets the LEGO treatment
News
May 31st, 2024
Mobile Movers: All the latest appointments and job moves from around the industry
Events
Indie Game Fest & Indie Campus 2024 | Europe | May 31st |
Indie Craft K-Game Festival 2024 | Europe | May 31st |
BostonFig Online 2024 | Jun 1st | |
GameSummit Summer 2024 | Jun 1st | |
Gotland Game Conference 2024 | Nordic | Jun 3rd |
Games Mental Health Summit 2024 | Europe | Jun 3rd |
Dev Play Conference 2024 | Europe | Jun 3rd |
Tribeca Games Festival 2024 | North America | Jun 5th |