Google Nov. 3 quietly completed a key integration between its AdMob and own AdSense mobile advertisers despite rumors that the two units are having a hard time working together.
Soon Android and iPhone application developers in the AdMob network will be able to show Google AdSense ads when an AdMob ad is not available.
This, the seamless situation Google envisioned when it decided to outbid Apple to buy AdMob for $750 million, will help Google advertisers bring their mobile campaigns to the thousands of mobile apps in AdMob's network.
It also means Google won't miss opportunities to pad its $1 billion run rate for mobile ads by watching advertisers go to Apple iAd, Yahoo, Millennial Media or some other mobile ad platform.
Google purchased mobile ad provider AdMob in May after receiving the blessing from the Federal Trade Commission. Google Oct. 26 began airing interactive video and interstitial ad units on Android handsets.
Though AdMob founder Omar Hamoui rejoiced when Apple loosened its iPhone developer terms to allow developers writing software for Apple's iPhone to use AdMob, he left Google in October for "personal reasons."
Business Insider Nov. 1 claimed sources told it the AdMob integration was not going well.
Google's new integration between AdMob and AdSense for mobile offers evidence to the contrary. Jason Morse, Google Mobile Ads product manager, said publishers using a recent version of the AdMob SDK will not have to update their code.
Moreover, reporting will integrate directly into publishers' AdMob account, with publishers receiving a single check from AdMob each month.
Publishers will not be able to filter the types of AdSense ads that run in their app, so publishers who have ad filters selected for their AdMob inventory must opt in to receive AdSense ads.
Publishers who don't use ad filters will be opted into receiving AdSense ads as the feature is rolled out over the next several weeks.
Publishers can check their "App Settings" tab in the Sites & Apps section of their publisher account to see if they are eligible for Google ads and opt in.