Guess it was the next logical step for AdMob, to make their offerings ready for the next release of the iPhone’s OS. But what remains a bit unclear is how others will feel about such a trend. I think it is important to remember that mobile advertising can work, when it is done in an non-intrusive way.
That said, it does sound like AdMob received this message already and is working on some creative ways to get the marketing message out, without ticking off the casual iPhone enthusiast.
As for talk of rich media ads on the iPhone, I am still a bit skeptical how well this will work. Especially with the idea of some ads having scrolling features. Do it with care though, it could work. So long as it is not completely annoying.