In a subtle yet significant upgrade, Facebook has quietly enabled application developers to begin granting access to Facebook advertising accounts which wish to target ads toward their users. In other words, Zynga, the developers of FarmVille, could grant someone from Coca-Cola access to the Facebook-owned advertising space which resides next to the application (as pictured below), or elsewhere on the site. So what does this mean for developers, brands, and ad networks? I’ll explain below.
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The past two years have been an interesting ride as the Facebook Platform has become more restricted in order to protect the user’s experience. When Facebook first opened up there were countless ad networks and developers looking to seize the opportunity to make millions. Many have generated large sums of cash and a few continue to be extremely profitable to this day but what has been most interesting is watching Facebook carefully navigate the gray policy areas.
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