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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in