Google to share mobile ad revenues with operators
Published: 12 February, 2009
READ MORE: Google
Google's public statements may be guaranteed to upset mobile operators, with its vision of an open access world supporting hundreds of disruptive service providers, but in reality, the search giant knows it will need the cellcos' support to achieve ubiquity on mobile phones. So in practise, it is often more amenable to the carriers than other internet players like Apple. While operators become increasingly hostile to Apple's onerous iPhone terms, especially the way that they are cut out of any revenue share in the App Store, Google is promising them a piece of the cash once Android Market hosts paid-for applications (from this month), and now even seems to be willing to share mobile advertising revenue with them.
The new Google Adsense for Mobile Search offers a search box, hosted by Google, that can be branded by cellcos or content providers and integrated into their mobile portals. In return, Google said it will share revenue from the adverts generated. The service is entering beta test and Google is holding a meeting for cellcos interested in participating, next week in Barcelona.
Product manager Yury Pinsky said: "Even though the results pages are served by Google, the pages can be co-branded with publishers' logos and linked back to their sites."
The original mobile version of AdSense, unveiled last year, focused on allowing publishers to put text adverts on their cellphone web sites. Though in its dreams, Google would like to see ubiquity for Android devices, open access networks and its own ads and services - all tightly integrated - it know that it will have to keep all its options open and work with the cellcos across all their platforms.
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