Multiple companies are trying to challenge the dominance of Google's AdSense network, but it looks like Facebook is going to take a step back from its own ambitions — for the moment, at least. AllThingsD is reporting that the company is pressing pause on tests it's been conducting this year to create a full-fledged ad network of its own. Earlier this year it was revealed that the company was testing Facebook ads in third-party apps and mobile websites. These plans — along with conversations Facebook has been having about placing ads on traditional websites — are all reportedly on hold.

In an emailed statement, Facebook spokesperson Brandon McCormick told ATD that "We are pausing our mobile ads test off of Facebook. While the results we have seen and the feedback from partners has been positive, our focus is on scaling ads in mobile news feed before ads off of Facebook." According to a report earlier this week, part of that focus will include the introduction of video ads in users' News Feeds; that feature is rumored to roll out in the first half of 2013.