In September, Facebook began working with a number of ad exchanges to serve ads on third-party mobile apps. A mobile ad network -- what could be the social network's equivalent of Google's AdSense -- looked to help Facebook build up its mobile-ad inventory without flooding users of its mobile apps and website with more ads.
Network partners and advertisers have already been notified that testing has been paused.We're told that the decision was driven by the need to reallocate resources to improving the ads that appear in Facebook's mobile news feed. Sources told AllThingsD that the "major problem for both Facebook and its potential partners ... is concern that Facebook isn’t ready to deliver ads on external sites that produce significant value for either the network or its partners."
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