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After tests that date back to 2012, Facebook has formally launched its in-app mobile ad network, which will use the full suite of targeting options available within the social network itself.

That means that marketers can target Facebook users within other mobile apps based on their interests, likes and the demographic data that they provide to the social network, as well as via the more sophisticated targeting options Facebook offers, such as “custom audiences,” which uses a marketer’s CRM data.

Announced at its developer conference f8 today, the “audience network” is partnering with a relatively small set of publishers that include the Huffington Post, vintage clothing site Vinted and popular game Cut the Rope. Banners and interstitials as well as more native formats that can mimic the ad experience of Facebook’s own news feed ads will be shown. Target, Coca-Cola and Audible have been advertisers during the recent test.

Continue reading at AdAge.com