• Adweek, Wednesday, February 8, 2012 10:40 AM

Facebook is apparently poised to get serious about mobile advertising in the near future, as it looks to finally cash in on its audience of 425 million mobile users. But while initial reports have centered on a possible mobile ad rollout in March, advertisers are already poised to start running mobile campaigns on Facebook—without Facebook’s help.

Coors Light is one of a handful of advertisers set to launch mobile Facebook campaigns either this week or next. But instead of working directly with Facebook by buying mobile ad inventory, the campaigns are being sold and implemented by Celtra, a company that aims to become the top rich media vendor in the mobile space.

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