Facebook's (FB +1.8%) anticipated mobile ad network will be launched at its April 30 f8 developer's conference, re/code reports. As expected, the network will leverage Facebook's treasure trove of data on its 1B+ mobile MAUs to deliver targeted ads on non-Facebook mobile properties.
Facebook has been intermittently testing a mobile ad network since 2012. The company will face competition from Google (AdMob), Apple (iAd), and Twitter (MoPub), as well as independent players such as Millennial Media (MM +0.5%).
Separately, Facebook says it will eventually use precise location data to deliver targeted ads; for now, the company's location-based targeting is limited to profile and IP address info.
The remarks follow the launch of Facebook's Nearby Friends feature (requires an opt-in), which uses GPS data to alert users when friends are in close proximity.
53% of Facebook's Q4 revenue came from mobile ads, largely through its sponsored news feed and app install ad products. Q1 results arrive on Wednesday.