The social networking company said in a blog post that while it has run similar tests in the past, the current program is more like a mobile ad network.
Facebook says it's working directly with a small number of advertisers and publishers rather than an outside ad-serving platform.
Facebook is not saying which advertisers or app developers it is working with. It says it will extend its ad targeting capabilities to show app users more relevant ads, help developers make more money and provide Facebook advertisers with greater reach.
Mobile ads accounted for nearly half of Facebook's $US1.8 billion ($A2.04 billion) advertising revenue in the third quarter.
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