However, one of the aggregators is not taking it lying down. In VentureBeat’s comments section, AdWhirl says this policy cannot be “meaningfully enforced,” since requests from AdWhirl powered apps come “directly from each individual ad network’s library and are indistinguishable from their other traffic.” Later on, the same commenter, identified as “Sam” says AdMob’s action represents an “extremely slippery slope” where a company decides to ban apps not based on conversion rates or ad performance.

Tricia adds: We talked to Tapjoy’s Co-Founder and President Ben Lewis to get his thoughts since the company had not weighed in publicly on the developments. Lewis: “We are taking a lot more agnostic view than AdWhirl. We are in talks with them [AdMob] right now to find an appropriate resolution.” Lewis said although AdMob is claiming to have shut them off for performance issues, that Tapjoy has had no problems since bringing them on board in December. VentureBeat reports that it will allow AdMob to keep a larger percent of revenue, but Lewis said they offer the services to publishers for free and don’t take a cut, hoping to upsell the customer on other services. So, why is AdMob doing this? Lewis: “That’s the big question, and that’s what we are trying to talk to them about. I can’t speak to their motivations, and they’ve laid out their reasons for doing this, so I’m going to assume they are correct and that’s their motivation. But I’ve got to imagine, it’s about marketshare or providing a better user experience.”