in January. It plans to expand the number of app makers that can use the service, although it did not provide a time frame for when the system will become broadly available.
The new mobile ad system, dubbed the Facebook Audience Network, will leverage Facebook's more than 1 million advertisers and its own ability to target users based on their traits.
Facebook generates the bulk of its revenue from ads that appear on its own Web pages and within its own mobile app. By distributing ads across a constellation of independent mobile apps, Facebook effectively expands its advertising space, opening the door to more revenue.
To get access to the extra ad space, ad networks typically share the revenue with their partners. Facebook will share most of the ad revenue with apps makers, as is standard in the industry, a source familiar with the matter told Reuters.