Facebook will start testing ads not only of its own apps, but also of mobile apps and websites outside its company; a move that may put it in conflict with Google and Apple.
Facebook has not revealed any of the advertisers, ad exchanges, ad networks or publishers involved. The banner and interstitial ads will appear on iOS, Android devices and mobile websites. Advertisers can target users with Facebook's options like age, gender, location, education and interests, Advertising Age said.
Facbook's interest in building a mobile ad network outside its own isn't exactly a secret. In June, the social networking site began sponsoring stories on Zynga.com and to users of mobile games.
The initiative will attract more third-party app developers. It will help Facebook lure users to their apps, as they can hope that their application will show up in News Feeds.
By 2013, the mobile ad market might grow $4.4 million strong, eMarketer predicts. Facebook, which makes huge revenues out of ads, wants to be a significant player in the mobile ad market. CEO Mark Zuckerberg stated last week at the TechCrunch Disrupt conference that his company is now a mobile company.
Facebook may garner $72.7 million in mobile ad revenue this year, but is lagging behind Twitter, which earns $129.7 million, eMarketer estimated. None of these ads clutter Facebook's own app, however, The Verge said.
Mobile ads might prove to be an attractive source of revenue for Facebook, giving a thrust to its "mobile first" outlook.
