Chatter of Facebook building an advertising network beyond its own Web site isn’t new.
So the company’s announcement on Tuesday that it’s in a test period of serving Facebook ads on mobile apps and Web sites outside of Facebook will most likely only fuel the speculative fire.
Right now Facebook is working with a small number of ad exchanges which already have relationships with publishers, who will then sell those Facebook ads to third party apps and Web sites. Those ads are like the ones you already see inside of Facebook, only optimized for the mobile Web or for apps which already serve ads.
It obviously makes sense for the company to beef up on its mobile monetization strategy, what with the major shift of Facebook’s user base moving to viewing the site on native apps and the mobile Web. And like Mark Zuckerberg said at the TechCrunch Disrupt conference last week, Facebook is dramatically shifting its internal structure and staffing organization to become a “mobile first†company (heck, they even moved longtime Facebooker and important company figurehead Andrew “Boz†Bosworth over to become head of mobile monetization).
We got the first hint of this a few months ago, when Facebook first debuted its ads on Zynga.com’s in-game pages, marking the first ever time that the social network has displayed ads outside of its own site.
But to be clear, it’s not a Facebook ad network. Right now, it’s a small test group of unnamed ad exchanges and applications. So it’s pretty much Facebook testing the waters to see what demand there is for Facebook ads outside of its own site.
Good info if â€" or when â€" the company eventually does launch its own ad network.
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