Google has announced it is to close ad mediation network AdWhirl from 30 September, advising developers to switch to rival platform AdMob Mediation.
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]
News
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
Related Articles
News
Jun 10th, 2024
Google hit by £13.6 billion lawsuit over alleged "self-preferencing" and anticompetitive behaviour
News
Jun 2nd, 2024
Supercell's Squad Busters goes global and why Steam does discoverability better than mobile | Week in Mobile Games podcast
Top Stories
News
4 hours, 49 minutes ago
"It wasn’t easy": Supercell's struggle to get Squad Busters included at Summer Game Fest
News
5 hours, 11 minutes ago
My.Games launches new PC and console focused label Knights Peak Interactive
Feature
Jun 11th, 2024
Mobile Mavens: Are today's everlasting, live ops games holding back new innovation?
Feature
Jun 11th, 2024
The key takeaway from Apple's AI-laden WWDC keynote? It's time to buy a new iPhone
Events
Tribeca Games Festival 2024 | North America | Jun 5th |
Steam Next Fest: June 2024 Edition | Jun 10th | |
WN Conference Istanbul 2024 | Jun 11th | |
GamesForum Hamburg 2024 | Europe | Jun 11th |
ESI London 2024 | Europe | Jun 13th |
Game Con Canada (GCC) 2024 | North America | Jun 14th |
Indie Dev Play 2024 | Europe | Jun 14th |
DevGAMM Vilnius 2024 | Europe | Jun 14th |