Facebook Testing Selling Adverts into Mobile Apps
Published on: 23rd Jan 2014
Facebook is expanding its mobile advertising reach and has started running trials of showing adverts in third party mobile app as well as within its mobile website.
The company said in a brief note that its aim is to demonstrate even greater reach with the same power of Facebook targeting for advertisers both on and off Facebook.
In the test, Facebook's existing targeting will be extended to improve the relevancy of the ads people see, provide even greater reach for Facebook advertisers, and help developers better monetize their apps.
Facebook added that while it has run similar tests in the past, this current test is more like a mobile ad network in that they are working directly with a small number of advertisers and publishers rather than an outside ad-serving platform.
The move would prelude the long expected move where Facebook increasingly acts as an ad network in its own right rather than outsourcing some aspects to agencies. It would place the company more directly in competition with Google, but could also be good news for the owners of mobile ad agencies looking for a deep pocketed buyer needing to buy up market share quickly.