Advertising colossus Google has started experimenting in earnest with mobile web ads. A select number of mobile publishers have been invited to beta test the concept. Google dipped their toe in the water last year. Now it looks like their AdSense system will be fully under way on mobile soon.

AdSense for Mobile will capitalise upon the expected advertising rush to mobile as services get increasingly reliable, handsets get better battery life and data flows get larger in the coming years. Along with context targeting capabilities, mobile offers another targeting holy grail to media buyers. Mobile operators know a great deal about each of their subscribers. This socio-demographic and mobile use data will be an explosive combination if added to Google’s context targeting. We wrote about Openwave and JumpTap’s context + profiling service back in February. And if you add in mobile’s inevitable transaction based future, you’ve got single source nirvana for advertisers.

Dilip Venkatachari, Google director of mobile monetization product management at Google was quoted in PC World:

“Mobile advertising is a huge opportunity for us, starting with the basic premise that there are something like 3 billion or so handsets in the world.”