SAN FRANCISCO: Facebook’s development as a mobile business has taken another step with the launch of a new advertising network that can serve ads to third-party apps.

The Audience Network product was unveiled at a developers’ conference in San Francisco and effectively offers all the features of existing Facebook ads to other apps, including the targeting and measurement facilities. As well as banner and interstitial ads, it delivers a native format.

“The mobile ecosystem needs a way to deliver these kind of native, personalised ads to people, and I’m glad that we can deliver more than one million active advertisers to your apps,” Facebook’s chief executive Mark Zuckerberg told developers.

“This is the first time we’re going to help you to monetise in a serious way on mobile,” he added, in remarks reported by the BBC.

TechCrunch said that the new product would sit well with Twitter’s MoPub mobile ad exchange. It explained that MoPub was not a network but rather a tool to help publishers manage multiple ad networks which now included Facebook’s Audience Network.

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