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For years Facebook has considered itself a mobile-first company, so it’s perhaps not surprising that the company’s first attempt to automate the sale of ads running outside of Facebook will be limited to mobile.

Mobile app publishers can now sell their in-app display and video ad inventory through real-time auctions run by LiveRail, the company’s video ad exchange. To boost sales prospects, Facebook will also open up some anonymized user data to target those ads, as well as the browser-based video ads that LiveRail has historically helped sites sell.

Bloomberg and Ad Age had reported details of Facebook’s plans earlier this month.

Continue reading at AdAge.com