admob-googleGoogle has informed advertisers using its AdMob mobile ads network, that it will be discontinuing the service for the WAP mobile web, with effect from 3oth September 2011( Hat tip – Manish Malik, @dotmanish). According to the communication, the internet company intends to focus on the Google ads platforms, and will discontinue support for AdMob on WAP mobile web.

Google has categorically mentioned that the mobile web inventory on AdMob will be discontinued in favor of inventory on the Google ad network, and has asked advertisers to switch to a Google AdWords account as soon as possible and set up new mobile campaigns within AdWords.

In a recent blog-post on its Mobile Ads Blog, Google has mentioned that, for sites and ads made to be viewed on high-end devices (like iPhones and Android phones), AdMob will be supported for a little longer, however it wants advertisers to start with the transition.

Google wants to keep the AdMob platform exclusively for mobile app developers, to monetize, measure and promote their apps, while it makes mobile web publishers switch to AdSense for advertising and monetization.

Google had acquired AdMob for $750 million in 2009, in order to extend its reach in mobile advertising.

E-mail communication sent by Google to advertisers:

” Dear AdMob Advertiser:

Following the acquisition of AdMob by Google, we have continued to operate two parallel mobile web ad networks on both Google and AdMob platforms.  To ensure we offer a single best solution for mobile web publishers and advertisers, we will be focusing our mobile web efforts on the Google platform going forward. On September 30, 2011, we will begin this transition to the Google platform and will discontinue support for WAP mobile web on the AdMob network.

This means that mobile web inventory on AdMob will be discontinued in favor of inventory on the Google ad network. Advertisers who are currently running campaigns targeting AdMob’s WAP mobile web network are asked to register for a Google AdWords account as soon as possible and set up new mobile campaigns within AdWords.

We encourage you to use Google AdWords to achieve your mobile web advertising goals going forward. Google AdWords is our solution that provides you many of the same features as AdMob with more flexible reporting tools.”