Mobile marketing and monetisation platform ironSource has expanded its partnership with Google's AdMob advertising platform.

The expanded partnership means that ironSource users can use AdMob's rewarded video ads as well as its interstitials. This will increase the video ad inventory available to advertisers, which will maximise fill rates and eCPMS.

The ad unit of choice

"Rewarded video is fast becoming the ad unit of choice for advertisers and publishers, offering a non-interruptive experience and a clear value exchange that users love," said Adam Ben-David, VP SSP, Developer Solutions at ironSource.

"This latest expansion of our integration with AdMob will give developers even greater access to premium rewarded video demand through our platform, helping them monetize more effectively."

IronSource most recently branched into India with a new office in Bangalore. The new office also came with a partnership with India's Omnicom Media Group Programmatic to give India-based developers easier access to its video ads.