Facebook Tests Mobile Ads in Third-Party Apps

Todd Wasserman
September 18, 2012
19% of New Facebook Fans Now Come From Mobile

Facebook is testing a new form of advertising that will give it greater reach into mobile: Ads in third-party apps.

The company is working with a small number of ad exchanges to serve the ads on iOS and Android apps, a rep says. Facebook has tested off-network ads on Zynga.com for a few months and "we think that showing mobile ads outside of Facebook is another great way for people to see relevant ads and discover new apps," the rep says.

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The ads will be standard mobile ads that may point to the app store or a mobile website. "Some of these ads will be similar to our recently announced mobile app install ads," the rep said.

Facebook isn't disclosing which apps and publishers it's working with for the effort.

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The move comes as Facebook's stock price has fallen about 43% since its IPO in May as some investors question the company's ability to monetize its growing base of users who access the network through mobile devices. However, early third-party studies have shown that Facebook's mobile ads perform substantially better than its desktop ads. However, Facebook's stock has gotten a boost since CEO Mark Zuckerberg stated his commitment to mobile in an interview last week.

“Now we are a mobile company,” Zuckerberg said during an interview at TechCrunch Disrupt in San Francisco. “Over the next three to five years I think the biggest question that is on everyone’s minds, that will determine our performance over that period, is really how well we do with mobile.”

Image courtesy of iStockphoto, akinbostanci

This story originally published on Mashable here.