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Facebook said today it will start testing ads on third-party mobile apps, launching what is essentially a mobile-ad network that could become a significant player in the mobile-ad market, expected to grow to $4.4 billion in the U.S. in 2013, according to eMarketer.
The company is working with an undisclosed number of ad exchanges to deliver the ads on iOS and Android devices for its advertisers, who can still target using Facebook's array of options such as age, location, education and interests. Facebook Starts Testing Mobile-Ad Network [adage.com]
Facebook spokeswoman Annie Ta declined to say which advertisers are participating in the new test, but noted that the ads will be designed to drive specific actions on mobile phones, such as visits to a mobile website and app installs.
and app installs.