Facebook is Testing a Mobile-App Ad Network

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ADOTAS — Recognizing that mobile is moving to more app-based experiences, Facebook is running a small test to show Facebook ads in mobile apps, according to a post on the company’s news blog.

The test is intended “to improve the relevancy of the ads people see, provide even greater reach for Facebook advertisers and help mobile developers better monetize their apps,” according to the post, which continues:

“Our aim is to demonstrate even greater reach with the same power of Facebook targeting for advertisers both on and off Facebook. While we have run similar tests in the past, this current test is more like a mobile ad network in that we are working directly with a small number of advertisers and publishers rather than an outside ad-serving platform. The current test is limited to a few advertisers and partners, and we will share more details over the coming months.”

According to Digits, Facebook has run tests of a potential mobile advertising network in the past, but in this case, the social network is working directly with advertisers and mobile app publishers; previously, it worked through other middle men.

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