Fresh reports of long-expected ad drive as IPO looms.
Facebook accounts for as much as 40 per cent of all mobile web traffic and claims have 425 million monthly active mobile users, but to date has not run mobile ads on its site.
Now, according to the FT, ads could appear on its app within weeks.
But rather than do the usual banner thing, Facebook is talking to ad agencies about introducing the "featured stories" ads, which are based on the Sponsored Story format, into users' timelines.
The obvious take-out is that the social giant is ramping up its monetisation plans in order to reassure IPO investors.
Whatever Facebook decides to do, it will be a pivotal moment for the market. Why? Because Facebook has the most traffic but also the most sensitive users on the mobile web.
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Facebookers will not tolerate anything that intrudes on their privacy, and yet Facebook's great strength is the data is has on its users preferences and behaviour.
If it strikes the right balance, it's bonanza time. If not, a PR nightmare awaits.
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