AdMob buys ad aggregator AdWhirl

AdMob has snatched up ad aggregator AdWhirl, a Menlo Park, Calif.-based firm that gives advertisers and publishers the ability to provide targeted and personalized advertising in more than 160 countries. Terms of the deal were not disclosed.

Founded in April 2009, AdWhirl quickly became a popular open ad platform for iPhone developers, with more than 1,000 publishers and more than one billion ads served per month to iPhone and iPod Touch users through otherwise free applications. In June, the company closed on a $1 million seed round led by Foundation Capital, with additional participation by several angel investors.

According to DigitalBeat, there has been considerable friction between AdMob and AdWhirl in recent months with AdMob taking its ads out of the AdWhirl platform. AdMob executive Jason Spero told DigitalBeat that AdMob pulled out of the AdWhirl exchange because of concerns about AdWhirl's transparency.

For more:
- See this DigitalBeat article
- See this article

Related article:
- iPhone application advertising platform AdWhirl closes $1 million seed round