The company is not disclosing advertisers, publishers, or ad exchanges it is working with on the trial mobile ad network. How ambitious is this effort? The keyword for now is clearly "small," but scaling it quickly is certainly no problem if Facebook sees positive results, as was proven with the rapid iteration of the Facebook Exchange. "It's a really small test right now. We'll explore how the test goes and we'll decide whether or not to move on with it."
A key piece of the strategy is capturing ad dollars from app developers, a fast growing category of mobile marketer. Last month Facebook rolled out a new ad formats in its mobile experience, geared to mobile app developers.
From a financial standpoint, a mobile ad network has the advantage of boosting mobile revenues (and conveying a "mobile strategy" to investors) without compromising the user experience on its mobile properties. It still must walk a fine line with data, keeping an eye out for any user backlash against having profile information used to support ad targeting around the mobile web. "They will be targeted the same way ads on Facebook will be targeted. We will work with ad exchanges to anonymize ID," Facebook's rep said.