MADS clients — including mobile operators like Vodafone (VOD) and mobile Web publishers — will be able to directly insert AdMob ads into their inventory. Previously, they had to establish a separate relationship with AdMob.
Similarly, it could help AdMob expand in Europe. In December, AdMob delivered 468 million ads in Western Europe — just 7% of its 6.3 billion total ad requests. MADS processes 300 million ads per month, including 60 million European customers. So it sounds like a win-win.