Google is finally and fully integrating AdMob‘s mobile app inventory into AdWords. The company says, “Starting today, over one million AdWords advertisers will now be able to reach engaged consumers on more than 350 million mobile devices in the AdMob network and in some of the world’s most popular mobile applications.”
Google says AdMob inventory includes more than 300,000 mobile apps and reaches people in 23 countries.
Google is also making it possible to target specific smartphones and tablets on top of existing mobile targeting options, which include mobile carrier and OS. AdWords marketers will equally be able to target by app category and individual apps it appears.
The company is hosting a webinar to discuss the integration and its features today at 1pm Eastern. You need to register in advance.
Yesterday the IAB reported that mobile display advertising last year was worth $572 million in the US, compared with $811 million for mobile paid search. Google operates the largest mobile display business globally, as well as controlling perhaps as much as 95% of mobile search ad revenue.
Postscript: Google told me that initially the AdMob units would be text based but eventually all the AdMob display ad types (including rich media) would be available through the system.