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Mobile ad platform TapSense has announced support for the new mobile ad network that Facebook just announced yesterday.

The long-rumored network should be hyper-targeted and includes support for banner, interstitial, and native formats. But TapSense says this is nothing new.

“Our software is used by the publisher to get the best price from different ad networks by comparing each against each network,” Kumar told VentureBeat via email. “In this scenario, Facebook is an ad network representing the ad buyers.”

TapSense is a mediation company that offers a real-time bidding exchange for many mobile networks, including Google’s AdMob, Twitter’s MoPub, Apple’s iAD, and Millennial Media. By managing or mediating bids from multiple advertisers, it helps publishers make more money, the company says, and gain access to the world’s top advertisers.

“Facebook brought the mobile advertising market to maturity,” TapSense CEO Ash Kumar said in a statement. “Our aim is to provide publishers an independent, full-stack solution with support for the most advanced technology.”

That means that publishers who already have integrated TapSense’ API into their apps can take advantage of the new Facebook mobile ad network, dubbed “Audience Network,” almost immediately. The benefit, of course, is being able to use all the rich targeting features that Facebook offers advertisers while outside of Facebook’s own apps and sites.


VB recently released our Mobile Games Monetization report.


While Facebook brings that rich targeting data, it’s also just another ad network to TapSense.

A natural question, of course, is whether ad buyers will pay more. Kumar says that won’t be a problem, and that it “won’t have much of an effect on what advertisers are paying.”

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