Company puts the brakes on mobile ads test on third-party apps.
Facebook has reined in its mobile ads testing on third-party apps, meaning marketers hoping to advertise on its third-party network will be kept waiting a little while longer.
A Facebook spokesperson told Mashable that it is putting a stop to its mobile-ads test on third-party apps, stating: "While the results we have seen and the feedback from partners has been positive, our focus is on scaling ads in mobile news feed before ads off of Facebook. We have learned a lot from this test that will be useful in the future."
Network partners and advertisers have been made aware of the halt to testing.
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."