Dive summary:
- Social media giant Facebook continues to make a solid case that it is a mobile company, reporting that 30% of first quarter revenue came from mobile ads.
- Since the first mobile ad offering in Feb 2012, mobile newsfeed ads have flourished and gaming companies have latched on to mobile install ads; approximately 3,800 developers purchased mobile install ads in Q1.
- The popularity of Facebook Exchange has been clear, especially from direct-response advertisers who can now place retargeted ads in users' news feeds.
From the article:
"However, it's unclear how much FBX or custom audiences -- the capability for marketers to show ads to existing customers by anonymously matching their emails or phone numbers to Facebook users, which launched in beta last fall -- are currently contributing to the company's top line. Facebook didn't break out its revenue by ad product type."