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

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in