Report: Facebook to announce mobile ad network at F8


Advertisers are increasingly falling in love with Facebook’s mobile ad offerings, but a more powerful solution may be on the way.

According to re/code, Facebook will reportedly announce next week at F8 a mobile ad network that would allow advertisers to utilize Facebook data for targeting outside of Facebook. The company started testing this on a small scale in January and a few executives from Facebook Preferred Marketing Developers have said that an external ad network is the logical next step.

Facebook declined to comment, which is standard procedure for rumors.

Re/code described the rumored mobile ad network:

Facebook will pitch the ads to publishers and developers as a way to leverage the social network’s vast database of user information for better ad targeting. And Facebook wins by expanding its ad reach — now it can make money from its billion-plus users even when they’re not on Facebook’s own properties.

James Borow, CEO of Facebook Strategic Preferred Marketing Developer SHIFT, commented on this announcement in an email to Inside Facebook:

A Facebook mobile ad network has the potential to change the landscape of digital advertising. Facebook’s ad targeting is precise and can be used cross device, meaning you can reach the exact people you want regardless if they are on their phone or on their laptop. This “people”-based approach is the next generation of advertising and will likely lead to the end of the cookie-based advertising approach that has dominated the last decade of ad tech.

Readers: What do you think about this potential announcement?

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Publish date: April 21, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT