AdMob Announces Agreement to Acquire AdWhirl

Plans Industry’s First Open Source Mediation Solution for the Mobile Ecosystem

SAN MATEO, Calif.--(BUSINESS WIRE)--AdMob, the world’s largest and fastest growing mobile advertising platform, today announced that it has entered into a definitive agreement to acquire the assets of AdWhirl, the industry’s most widely utilized mobile ad mediation solution. The acquisition of AdWhirl is an important development in the growth of the mobile ecosystem, and further cements AdMob’s position in the mobile app developer community. Financial terms of the agreement were not disclosed.

“We share a common vision with AdMob of promoting the growth of mobile app developers”

“AdMob’s number one priority with this acquisition is to help maximize monetization opportunities for app developers and publishers,” said Omar Hamoui, CEO of AdMob. “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 will expand on AdWhirl’s mediation product to create enhanced developer tools that will be offered as an open source mobile ad mediation solution. This will provide a transparent and unbiased solution for developers to allocate their inventory among multiple mobile ad networks and maximize the fill rates and revenue potential of their applications.

AdMob expects to make these offerings available in the coming weeks. In the interim, publishers will be able to continue utilizing AdWhirl’s tools just as they have done previously.

With more than 1,000 publishers, AdWhirl’s technology has become a leading tool for mobile ad mediation. “We share a common vision with AdMob of promoting the growth of mobile app developers,” said Sam Yam, co-founder of AdWhirl. “Through working with AdMob to address issues around mobile ad mediation, we believe that bringing an open source solution to the community is the right next step for the industry, giving developers flexibility and control over monetizing their own inventory.”

The coming launch of these new developer tools will mark the first open source mobile ad mediation solution, and will join the list of many industry firsts for AdMob – including its iPhone app ad units, download tracking, download exchange, and support for iPhone OS 3.0. With more than 100 Billion ads served and a network with more than 7,000 mobile sites and 3,000 apps, AdMob is in a unique position to offer a suite of publisher tools designed to help app developers increase monetization opportunities, and in turn grow the mobile ecosystem.

About AdWhirl

Founded in April of 2009, AdWhirl has become a leading provider of ad mediation solutions for iPhone developers. With more than one billion ads served per month to iPhone and iPod touch users through free applications, AdWhirl offers both advertisers and publishers the ability to leverage targeted and personalized mobile advertising.

About AdMob

AdMob is the world’s largest mobile advertising platform, serving more than 7.1 billion mobile banner and text ads per month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.

AdMob has been named one of the most innovative companies in advertising and marketing in 2009 by Fast Company magazine, a 2008 Technology Pioneer by the World Economic Forum, and one of Wired.com’s 2008 Companies to Watch. AdMob works with thousands of advertisers and publishers, including Adidas, CBS News, Comedy Central, Gap, Lonely Planet, MovieTickets.com, MySpace, P&G, Tapulous, and Universal Pictures. To learn more about AdMob, visit www.admob.com.