Google's integration with AdMob, its mobile ad network, is now more robust with the availability of AdMob network inventory through the AdWords platform. The move brings to fruition promises of the AdMob acquisition, which was approved by the Federal Trade Commission more than two years ago.
In a blog post, Jonathan Alferness, Google director of product management, mobile, noted that along with enabling mobile app campaigns through the AdWords system, advertisers will also be able to target specific types of smartphone or tablet device models or manufacturer brands.
Advertisers can target by mobile app categories such as business, education, and finance. In the near future the company plans to "provide an estimate on the number of devices reached and impressions targeted given your selections," according to the post.
The bulk of the inventory in AdMob's network is in applications; Google said AdMob reaches 350 million mobile devices across 300,000 mobile apps.
One of the first steps toward integration of the AdMob platform with AdWords, in 2010, involved Google allowing app publishers to run AdSense ads in otherwise unsold inventory.
According to recent data from the Interactive Advertising Bureau and HIS Screen Digest, the global mobile ad market reached $5.3 billion in 2011. North America accounted for 31.4 percent of the market's ad revenue.
Google believes the extended platform integration will boost demand for mobile advertising. In its quest to dominate cross media marketing through simpler buying and management tools, Google this week also unveiled a more connected DoubleClick in the form of DoubleClick Digital Marketing. The platform combines ad and bid management with search advertising, rich media, and analytics.