Apple iPhone and Google Android users may increasingly see adverts appear in their phone applications, as Google expands its advertising programme for mobile applications.
Google has already been trialing its AdSense for Mobile Applications offering with a very small number of developers including Urbanspoon, Shazam, Sega and Backgrounds. On Wednesday it announced that the service is now in beta, so more developers can start using it.
It's not open to all application developers though. Android and iPhone developers must have a minimum of 100,000 daily page views, offer their applications for free, be ready to implement the programme right away and agree to participate for at least three months in order to be considered for the beta.
The programme could accept developers who don't meet those criteria in the future, so Google encouraged anyone to apply.
In a short video on Google's blog, Urbanspoon said that the trial of the service has gone well. Urbanspoon, which helps users find restaurants, was looking to include ads that users find helpful, Howard Steinberg, director of business development for the company said.
"What we are looking for again is the ability to target via keywords, via geography and to allow the user to look at the whole application as one and not say, 'Oh, that's an ad, I'm not going to pay attention to it'," he said in the video.
Companies like Google and others including Yahoo, Microsoft and AOL that got started on the internet or with computer software see a revenue opportunity in mobile phones, as people continue to shift toward using internet-capable smartphones.
Google also already offers AdSense for developers of mobile websites and many other companies also offer mobile advertising services.