Facebook will host its F8 conference on April 30, at which time it will unveil plans for a new mobile ad network. Facebook began testing the new third-party ad network on a select group of apps in early 2014. Currently Facebook outsources its mobile ad serving to outside internet-based ad firms.
According to Re/code, Facebook will leverage its own precise ad targeting database in order to appeal to both publishers and developers.
At this time Facebook is not commenting on the future of its mobile ad network.
The move mirrors that of Twitter. The 140-character based social network purchased advertising firm MoPub in 2013. Twitter recently rolled out new mobile ad focused formats, and continues to invest in deeper mobile integration.
With an increasing number of Facebook and mobile users currently taking to the network, the need for advanced mobile ad serving will only become more important and necessary in the months and years ahead.