In the first major integration between AdMob and Google since the ad network was acquired in May, publishers will soon be able to show Google’s AdSense ads whenever an AdMob ad isn’t available, according to a blog post by Google.
The move brings significant new ad inventory into AdMob’s network, which is good for both AdMob publishers and Google advertisers. Now AdSense buyers can tap into AdMob network apps like the popular game Angry Birds, and publishers will continue to receive a single check every month that combines both AdSense and AdMob earnings.
Google says the feature will be rolled out to eligible iPhone and Android app developers in the coming weeks. Developers won’t be able to filter out AdSense ads by type, and those currently filtering their AdMob ads will have to opt in to access to the feature. Developers not filtering out apps will receive access to AdSense ads automatically as the feature is rolled out, and those using the latest version of the AdMob SDK won’t have to make any changes either.
Google announced that it would purchase AdMob for $750 million in November, but the deal was held up by a Federal Trade Commission investigation for six months until it was finally approved in May. Just last week, a mere five months after the deal was approved, AdMob CEO Omar Hamoui left Google for “personal reasons” — a sign perhaps that there was trouble in paradise.