Facebook Inc (NASDAQ:FB) is leaving no stone un-turned to transform into a mobile company, and now it is making rigorous efforts to come up with its own mobile analytic platform, according to a report from VentureBeat. Citing a “well-placed source” in an ad agency, VentureBeat says that the move does make sense for the social networker to come up with in-house mobile analytics, and not to depend on third-party companies.

 

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Facebook lacks resources

Facebook Inc (NASDAQ:FB) claims that, presently, it does not have enough capability to totally rely on the in-house analytic, but many believe that the company will be self dependent in no time.

Analyst Ray “R” Wang of Constellation Research told VentureBeat, “Advertisers are trying to cut out the middlemen, and mobile advertising is the frontier for this to happen. Facebook and Google are starting to allow advertisers to go directly to them.”

Though Facebook’s platform developers and ad teams are making some serious efforts to develop its native marketing and analytic tool platforms, the company’s capabilities are still limited relative to rivals like Google, says VentureBeat, citing a Facebook Inc (NASDAQ:FB) source.

Rivals to watch for

The market for mobile ads and the third-party mobile analytic segment that facilitates marketers to better target them is still growing, and offers huge potential. In 2013, the segment grew by 105% to $17.9 billion, and for 2014, the value is expected to grow over $30 billion, according to research firm eMarketer.

Presently, Google Inc (NASDAQ:AAPL) is the market leader, accounting for nearly 50 percent of the mobile ad revenue haul. However, Facebook’s clout is also growing from 17.5% in 2013 to expected 21.7% in 2013, as per eMarketer.

One thing in favor of Facebook is its massive user base on the mobile platform. According to the company’s latest quarterly earnings report, it has more than a billion mobile users, and more half of its revenue in the last quarter came from mobile ads.

Apart from Google, another rival that Facebook Inc (NASDAQ:FB) would have to watch out is Apple Inc. (NASDAQ:AAPL), which, as of now, does not even appear on the eMarketer’s list of top mobile advertising platforms, but you never know what the iPhone maker might come up with to boost its iAd’s data-reporting capabilities.