Mobile performance ad network Moolah Media  announced its expansion to the Android platform with the launch of an Android SDK that integrates with the AdWhirl mediation solution for app developers. Moolah says the move means that Android publishers will be able to monetize mobile apps and the mobile web, earning higher payouts and obtaining 100 per cent fill rates.

Since its launch two months ago, Moolah has grown to serve 150m impressions and generate  300,000 paid leads each month through its performance-based ads. Moolah presents performance ads as an alternative to display ads, such as those popularized by AdMob, Greystripe, Medialets and Apple’s iAds. 

“This is nothing short of an explosion of publisher interest in better monetization of Android content,” explains Shawn Scheuer, CEO and co-founder of Moolah. “While Android has built a sizeable consumer base, the need for better revenue solutions is glaringly apparent and offers a great opportunity for our publisher and advertiser base.”

Android has been steadily gaining traction in the smartphone sector, edging out the iPhone in the total number of US smartphone subscribers, according to a recent comScore report. As Android becomes more popular, more advertisers are looking for ways to reach this subscriber base, says Moolah, adding that with its pay-per-performance model, these advertisers are paying only for clicks and leads, not impressions.