Google's (NASDAQ:GOOG) announcement earlier this month that will shut down its AdWhirl mobile advertising mediation platform at the end of September has sparked consternation and worry among application developers. The AdWhirl platform lets mobile applications switch between competing ad networks on the fly, simplifying inventory management and fulfillment. Google acquired AdWhirl as part of its 2009 agreement to purchase mobile ad network AdMob for $750 million and continued to support the platform while also building out its own similar AdMob Mediation service. Google is now encouraging developers to move to the AdMob service, and while some say they have been anticipating the switch, other developers contend they do not have enough time to fully move over, which could cost them revenue. However, the shutdown could open up new opportunities for others in the ad mediation market, including Burstly, MoPub and Smaato. Find out about how it will all play out in this FierceDeveloper special report.
