Wanting to help iPhone application developers get their goods noticed among the tens of thousands of available applications, mobile ad platform AdMob has unveiled the AdMob iPhone Download Exchange.

The new service essentially lets iPhone app developers in the AdMob network "allocate a portion of their ad inventory to our new iPhone Download Exchange and begin helping each other drive downloads," according to AdMob founder and CEO Omar Hamoui.

More specifically, the iPhone Download Exchange is meant to:

* Drive application downloads for developers in a new way.

* Maximize effectiveness of exchange ads by ensuring they only run on devices that do not already have the same application installed, as well as by targeting the correct OS version, geography and device (iPhone vs. iPod touch).

* Simplify the ad creation process by automatically developing the ad creative.

* Provide reporting on the ad impressions allocated by developers to the exchange and the number of downloads generated.

*Give developers detailed control over the ratio of exchange ads to paid ads running in their application.

AdMob will allocate Download Exchange ad inventory among the exchange members based on various criteria. More info is at admob.com/exchange.