Facebook testing its ads in third-party mobile apps

Facebook readies a challenge to Google AdSense.

Facebook is testing its advertisements on outside mobile applications, calling it a new way for app developers to monetize their creations.

The trial would pave the way for Facebook to open its own mobile advertising network, which would further boost its growing mobile ad revenue.

"We are running a small test to explore showing Facebook ads in third-party mobile apps," Sriram Krishnan, who works on mobile products for Facebook, wrote on the company's developers blog.

"In this test, we'll be extending Facebook's rich targeting to improve the relevancy of the ads people see, provide even greater reach for Facebook advertisers, and help developers better monetize their apps."

Instead of using an outside ad-serving platform, the social media giant is collaborating directly with a handful of advertisers and publishers, Krishnan added, but didn't name the partners.

RELATED: Facebook ad spend up as marketers favour platform over Twitter

The trial is aimed at helping developers monetize apps more quickly amid the popularity of free apps, which don't always return a developer's investment. It could also help make ads on mobile devices more relevant.

The move is a challenge to Google's AdSense, a long-established platform that serves up automatic text, image, or video ads to targeted websites. AdSense has delivered nearly 30 percent of Google's revenue in recent years.

Facebook has long been planning and experimenting with mobile ads apart from those on its own Facebook mobile platform, but it said the current trial is different from previous forays because of the direct partnerships with advertisers and publishers. The current test is more like a mobile ad network, Krishnan said.

In the third quarter of 2013, Facebook's mobile ads made up 49 percent of its US$1.8 billion advertising revenue, up 66 percent from the same quarter in the previous year.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in