Facebook makes major mobile play by allowing its data to be used to target ads on some mobile sites and apps

Essentially, Facebook will serve as an “ad exchange layer,” as TechCrunch calls it, that will add demographic- and interest-based targeting capabilities to traditional mobile exchanges that bid for placements on mobile ad networks. Many have wondered whether Facebook would create its own third-party ad network, but for this test, it’s feeding into some existing networks rather than competing directly.