Dive summary:

• Facebook started its beta version of the mobile ad network in September and ended it Wednesday.
• The more profitable mobile feed ads is where Facebook employees working on the mobile ad network will turn their attention.
• A drawback of the mobile ad network was that Facebook had to divide profits with partners, and Facebook sees more immediate profit potential with its mobile feed ads.

From the article:

… Facebook stressed this in its statement about shuttering the test for now: “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.” …