Facebook has been trying to make the case that it could monetize in mobile sphere since announcing its IPO in February 2012, when it also announced its first mobile ad offering. One year later, thirty percent of Facebook’s first-quarter ad revenue came from mobile ads, compared to 23% in Q4 2012.
As far as the success of year-old mobile offering for advertising, Facebook claims that 3,800 developers bought mobile app install ads last quarter, which led to 25 million app downloads.
At the same time, Facebook has expanded from social, launching a number of products with agencies such as Acxiom and Epsilon to enable targeting of offline data. In addition, Facebook Exchange takes a more cookie-based approach that takes advantage of Facebook’s broad user base, but does not incorporate social data like sponsored stories do.Source: Ad Age, May 2013