Facebook Stops Its Long-Awaited Ad Network Before It Starts (For Now)

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

All Things D

Looks like we’ll have to wait a bit longer to see Facebook’s much-anticipated ad network.

The social giant is putting the brakes on a test it launched earlier this year that let it place its own ads on other developer’s mobile apps.

And while it has also been talking to publishers about running Facebook ads on their mobile Web sites, sources say those discussions have now been back-burnered as well.

The upshot is that plans to launch the equivalent of Google’s AdSense network, which has generated significant income for the search giant, won’t be showing up in the next few months.

Facebook announced in September that it would run its ads on third-party apps. But those efforts will end this month, says spokesman Brandon McCormick.

Here’s his statement, via email: “We are pausing our mobile ads test off of Facebook. 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.”

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