Mobile advertising both on apps and the mobile web, is a natural extension of Google’s display and search ad business. However, Google's AdMob capabilities did not fit the overall strategy for mobile advertising. Now Google is announcing that it will soon end AdMob’s mobile web serving and instead encourage mobile web publishers to use AdSense.

As Google aptly titled its blog post announcing the change; AdMob is for mobile app developers. AdSense is for mobile web publishers. Even after over a year of integration, Google is still sorting out the overlap and has determined that mobile web publishers should head to AdSense to monetize their sites, and mobile app publishers should use AdMob.

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