Facebook is allowing publishers and developers to carry its proprietary autoplay video ads – which already appear on users’ feeds – on their third-party apps, via the social media firm’s mobile advertising network.

Publishers that are part of Facebook’s Audience Network, which allows third-party publishers to monetise their apps by carrying ads from Facebook’s portfolio of two million advertisers, can upgrade to Facebook’s latest SDK (software developer kit) for iOS and Android and use its MediaView facility to bring autoplay ads to their apps.

“Video demand will also compete with native display in the same auction to maximise yield for each impression served,” Facebook said.

Facebook made the announcement on its developer blog, where it also said that native advertising now represents 80% of its Audience Network ad impressions. Facebook has also introduced more targeted product and carousel ads to its network.

Facebook launched its Audience Network last year and now allows developers and publishers to get paid to carry ads from its two million advertisers.

Facebook’s Erika Washburn wrote in the blogpost: “Today, we’re excited to announce a significant expansion of ad types and formats available in the Audience Network. The goal is even better outcomes for you, your advertisers, and the people that use your app.

“We have a deep understanding of what formats perform well and drive engagement in Facebook News Feed and are taking two of our best performing units and making them available off Facebook to further empower Audience Network publishers and help drive results for advertisers.”