Dive Brief:

• Facebook is set to announce its mobile ad network at next week's F8 developer conference in San Francisco. 
• Brands and publishers will now have access to Facebook's vast user data when targeting mobile ads. 
• The social network benefits from the mobile ad network by being able to gain revenue from its users even when they are not on the platform. 

Dive Insight: 

Facebook has found yet another way to leverage its one billion users to help drive revenue — proving that data is real gold. It's not clear whether targeted users will be able to identify the ads as coming from Facebook, but anytime the social network expands its reach, it risks losing users. That being said, the social giant really has more to gain from the expansion. At a time when it's harder than ever to reach Facebook users through the news feed, targeted ads outside the platform could have huge appeal.