updated 08:30 pm EDT, Tue June 5, 2012
Mobile ad platform not tied to desktop ad system
As was previously intimated by executives at the social network, Facebook is making a move toward increasing revenue returns on its mobile advertising operations. AdAge reports that the company has opened up its mobile-only sponsored-story placements to users of the self-serve ad tool Power Editor, as well as to Facebook's third-party ad sellers. The move will likely increase the number of potential advertisers able to afford to place ads with the network.
Previously, Facebook's mobile ad services were available only to advertisers with a minimum of 500,000 fans. Opening up the mobile ad platform allows Facebook to pull in mobile ad revenue from smaller players, which are estimated to make up the majority of the company's ad sales.
Facebook has previously expressed concern to investors that the larger trend toward mobile devices could have a negative impact on the company's ad revenues. Facebook's desktop-targeted advertising has already encountered troubles, with larger advertisers abandoning paid ad operations on the site.