AdMob has announced an update to the AdWhirl mediation solution for application developers that it acquired last year. The update enables developers to use an unlimited number of ad networks in their apps. Previously, developers could add one ad network of their choice, in addition to AdWhirl’s explicit support for AdMob, JumpTap, MDotM, Millennial Media, and Quattro Wireless for iPhone apps and AdMob and Quattro Wireless for Android apps.

AdMob has also built upon AdWhirl’s existing support for Quattro Wireless to fully support iAd, Apple’s upcoming ad network, when it becomes available. Developers who plan on using iAd when it launches can be confident that AdWhirl will support their needs, the company says.

AdMob has also updated the AdWhirl House Ads functionality to give developers the ability to centrally manage their House Ads across their iPhone and Android apps. Developers can use House Ads to cross-promote their apps and to serve ad campaigns that they sell directly to advertisers. AdMob says it has also made AdWhirl’s user interface more intuitive and powerful, so that developers can easily manage their inventory across multiple applications.

Prior to this announcement, AdMob had previously made AdWhirl open source to give developers complete control and full transparency over how they utilize their ad inventory, and also recently added support for Android apps.  

In a blog post, AdMob VP Engineering, Kvin Scott, says: “We believe that open source mediation plays an important role in the mobile ecosystem by giving developers the control they need to manage their business. The improvements we’ve made to AdWhirl have all been based on input from the developers who are using it and contributions from AdWhirl’s growing open source community. There are now more than 1,700 apps actively using AdWhirl, including more than 175 Android apps – up from 1,300 apps just 4 months ago. Daily ad requests have also jumped significantly from 40 million when we open sourced AdWhirl to more than 100 million today.

“We plan to continue to invest in AdWhirl and launch additional functionality that will help developers manage their increasingly sophisticated inventory management needs.”