AdWhirl, which allows developers to switch between different ad networks at will, was acquired by AdMob less than a year before the company was picked up by Google for $750 million.
Confusingly, Google then vowed to continue to support AdWhirl despite setting up AdMob Mediation as a competing network - all part of a wider attempt to centralise operations around its new acquisition.
In a whirl
In an email pushed out to AdWhirl developers, Google said that despite its initial support for AdWhirl it's invested in "helping AdMob developers serve ads in their apps from any number of ad networks through AdMob Mediation, which many developers use today."
The email continued, "As we continue to improve AdMob Mediation, we've decided to retire AdWhirl, and will be discontinuing the service on 30 September 2013.
"The open source code for AdWhirl will still be available if anyone wants to run their own AdWhirl service."
TechCrunch notes developers have quickly taken to Google's forums to ask the giant for more time to migrate away from AdWhirl, with one developer claiming that several years of AdWhirl use means there are "tons of apps to update for this change" for many outfits.
"When you killed off Google Ads and forced us to use Admob at least you gave us till the end of the year," the complaint continued.
Google adds that developers looking to make the switch will need to sign up for an AbMob account first.
[source: TechCrunch]
