The mobile evolution is about to super-charge itself in a MAJOR way. What I really mean is that when Facebook starts rolling out their various mobile advertising formats, things are going to get REALLY good for mobile marketers.

Journal reporter Shayndi Raice explains how this will make money for Facebook:

Facebook engineers have built technology that lets the company track what apps people have on their phones and target ads based on that information, these people said. Facebook would charge companies every time an app is installed on users’ smartphones, one of the people said. Facebook can charge significantly more for an app installation than it can for the traditional cost of every one thousand people who have viewed an ad.

Facebook will launch this new feature either on July 16 or July 30. COO Sheryl Sandberg might mention the mobile at targeting service during Facebook’s earnings call with analysts, then roll it out on July 30. The Journal story notes that some Facebook executives acknowledge that there will likely be backlash from users over privacy concerns, which might lead to the later launch date.

As of right now there isn’t a lot of information available on this new product but here in just a couple of weeks, we’ll start seeing it live. Then it’s time to put our heads together and figure out how to fully take advantage of their massive mobile user base. (Currently they have nearly half a billion mobile users!)

Plus: I cannot find the article but Facebook is supposedly overhauling their IOS app for the iPhone and iPad so the damn thing stop timing out and crashing. Yea, I would take a shot in the dark here and saying that to perform well on mobile, maybe you should first fix the issues with the app.

Currently the social network is tracking the apps that people use through its popular Facebook Connect feature, which lets users log into millions of websites and apps as varied as Amazon.com, LinkedIn and Yelp with their Facebook identity. The company then targets ads based on that data, said people familiar with the company’s plans.

Facebook may also track what people do on the apps, though it hasn’t made a final decision, said one of the people.

The new ads could stoke privacy concerns because they let Facebook go a step further than mobile-ad networks, which track what ads people have clicked on through a phone’s Web browser. Those networks aren’t aware of all the apps that a user has on their phone.