Facebook has published its official list of "Advertising Providers on Facebook Platform." Third-party developers are now only allowed to use one of the 65 advertising providers when creating apps for the social network. Google AdSense and Microsoft adCenter are curiously missing from the list.
This all began last month, when Facebook announced that it would be updating its platform policies so that developers can only use ad providers who have signed the company's terms that govern advertisement quality and data use. All third-party ad providers must now sign the Platform Terms for Ad Providers, which prevents the collection of any personal information from users. There are 12 points an ad provider must agree to, including the fact that Facebook prohibits advertisers from receiving (directly or indirectly), possessing, or using any data developers receive from Facebook.
Since this is a new rule, there are still thousands of Facebook apps that are not using an ad provider that Facebook approves of. While Google and Microsoft are important ad providers on the World Wide Web, many large ad providers aren't very involved with Facebook apps. There are still some big names in the list, however, including Adconion Media Group, Adknowledge, Ad.com (Aol), BrightRoll, Casale Media, Fox Networks, Rubicon Project, Specific Media, Traffic Marketplace, and ValueClick.
Google and Microsoft may be added to the list in the future, but in the meantime the developers that went with either the search giant or software giant will have to look elsewhere. They will have to choose one of the 65 Facebook-approved ad networks. Otherwise, the apps won't make any money, and they may even be removed from the platform completely.
We can't see Facebook banning apps en masse. It's much more likely that the social network will persuade their developers to switch ad providers.
Facebook's enforcement team has a plan in place for the apps that are not using the correct ad providers. What exactly this entails has not yet been announced.
"We have an up-to-date list of ad providers that have signed our terms that govern ad quality and data use, although more are being added every day," a Facebook spokesperson said in a statement. "We currently have more than sixty of the largest and smallest providers on the list. This is a public and open agreement and new providers can sign at any time."
Google ignored my request for a comment on this issue. Microsoft did not get back to me in time for publication.