While the results we have seen and the feedback from partners has been positive, our focus is on scaling ads in mobile news feed before ads off of Facebook.

ENGADGET: Facebook pauses efforts to launch ad network

One big reason for the success of mobile ads: Unlike the desktop ads that run on the right side of the page, these ads not only run in the news feed, but they look and feel more like natural posts than conventional banner ads (though they are labeled as sponsored).

FORBES: Has Facebook Finally Mastered Mobile Marketing?

Rumors are strong that Facebook intends to bring video ads to your news feed in the first half of 2013.

FORBES: Facebook Knows What's Not Cool; Can it Figure Out What Is?

More interestingly, it appears it will be incorporating Autoplay video ads into its news feed within the next six months first on the desktop and then on the mobile network, according to a report in AdAge.

FORBES: Facebook's Next Big Step: Its Own Phone

This prompts the question: Is putting further ads up on the news feed worth the risk?

FORBES: Facebook Dresses Up For IPO With More Ads

If ads are a part of news feed, the users are likely to interact and engage even on their mobile devices.

FORBES: Facebook's $28 Fair Value Supported By Mobile Ad Growth

As measured by click-through rates, Sponsored Stories in News Feed perform multiple times better on both desktop and mobile than ads in the right-hand column.

FORBES: Why The Higher Click-Through Rates for Mobile Ads Which Facebook Touts Mean Nothing

Facebook has adjacent sidebar ads, but increasingly its model is to try to insert sponsored content of various kinds into the news feed.

FORBES: How Facebook's Empire Of Opacity Is Hiding Posts You Want To See