Fiksu, a company that helps app publishers drive installs via a real-time bidding marketplace for ad impressions, is to start supporting Facebook’s mobile app install ads.

Since their launch in October 2012, Facebook’s mobile app install ads have been divisive. On one hand, early examples are really annoying for many, but on the other, they helped the company to see mobile account for 23% of the company’s ad revenue last quarter, seemingly without driving users away.

The news means that app publishers will be able to advertise using Facebook’s mobile ad service, which includes support for app store links to drive immediate installs, as part of Fiksu’s Mobile App Marketing Platform.

Once developers have inserted Fiksu SDK code into their apps, they can start using the platform, which targets relevant mobile ad networks, real-time bidding exchanges, incent networks, and premium publishers to automatically bid for advertising. Fiksu says that it makes over 500 million real-time bid requests daily.

Facebook already works with a number of advertising companies across its platform, including app-focused firms like AppNext and Appatyze.

As someone highly irritated by always seeing the same few ads (usually for gambling apps) appear in my feed, anything like Fiksu’s platform, which makes it easier for app publishers to include Facebook in their marketing program, is good news.

Image credit: AFP / Getty Images