Mobile advertising network AdMob has launched new SDKs (Software Development Kit) for Android and Flash Lite platforms, and updated its iPhone SDK. The company is also launching a number of new tools to enable publishers to manage their mobile business, including a Publisher Dashboard, an enhanced Reporting UI (User Interface), a (beta) Reporting API (Application Programming Interface) and server-side SDK Controls.
In addition, AdMob has introduced an Adaptive Mobile Ad Unit. This is a banner ad unit that remains a constant size as consumers pinch and scroll through a web site thats designed for a PC screen on their mobile device. The company is also rolling out AdWhirl for iPhone and Android applications. This is an open source mediation tool that gives the developers of more than 1,500 mobile applications additional choice and control in monetising their mobile traffic
 Developers and publishers are building engaging services across multiple mobile platforms and need the tools to effectively monetise their traffic, sais AdMob CEO, Omar Hamoui. The explosive growth were seeing makes it an exciting time to be an important part of the mobile advertising industry. Weve worked very hard to create innovative ways to help mobile developers achieve their goals and easily manage their business whether on the iPhone, Android or other emerging platforms.
According to AdMob, Android devices now account for 10 per cent of Smartphone ad requests in the UK, while the HTC Hero and Dream devices are the third and fourth top handset models. Apples devices drove the creation of many new ad formats to engage and interact with consumers, and our new SDKs will ensure that this innovation continues across other platforms, says Thomas Schulz, EMEA Managing Director at AdMob.
A recent AdMob survey found that 31% of developers in the companys network are working across multiple mobile platforms today, while 47% said they plan on developing on more than one platform in the next six months. Other findings from the survey include:

• More than 70% of iPhone developers plan to develop for Android over the next six months and 48% of Android developers plan to develop for iPhone.
• Developers are generally satisfied with the success of their applications, with 64% rating their app very or somewhat successful. Developers were most satisfied with the iPhone platform and least satisfied with RIM.
• 58% of developers currently develop mobile Web sites.
• Many developers are new to mobile, with 49% saying they have been developing for mobile less than a year.