MediaPost reports that while Google was not the company making mobile news this week, but the extension of its AdWords campaign to the mobile platform--because it's Google--"made even the most skeptical finance types concede that 2007 may well be the year that mobile advertising officially popped."

The search giant "is acting fast to take control of the mobile search ad market--a crucial move if it expands as predicted," said Silicon Alley Insider's Dan Frommer in the report.

What's significant about all this is that Google's AdWord partners don't have to do anything. Unless an advertiser opts outs, their sponsored links will now be served to mobile searchers. That broadens everyone's reach -- and must really stick in Microsoft and Yahoo's craw.

Google's Mobile Ad Move Gets Everybody Talking [MediaPost]