In a recent blog post, Facebook's Vijaye Raji revealed that the popular social network has taken the `beta' tag off its new mobile ad system, thereby giving all Facebook developers the opportunity to take advantage of the company's mobile app install ads.

It was in August that Facebook had unveiled the beta version of the new mobile ad program, which chiefly aims at giving a boost to the number of downloads from leading app stores, such as the Apple App Store and the Google Play.

With the Facebook mobile ad system chiefly allowing advertisers to target the right audience in a better way, and reach them at peak engagement times, the program works in such a way that Facebook users who click on an ad for an app which is not already installed are straightaway sent to App Store or Google Play to find it.

According to the blog post by Raji, Facebook's decision to expand the mobile ad system was largely based on the positive feedback that it received from the program's beta users, including Kabam, Fab, TinyCo, and Big Fish.

Raji said that the beta users reported a nearly 50 percent improvement in click-through rates vis-a-vis their existing mobile strategy, as well as a "significant increase" in player engagement; and added: "With these new ads, mobile apps and games of all sizes across any category can reach the right audience, at scale."