Today, Om Malik writes about AppFuel, another Facebook Ad Network that is “joining the party.” Appfuel has actually been around for a while, so it might be more apt to say their PR is “joining the party” and throwing their hat into the ring.

From what we’ve seen, AppFuel is a standard CPA (cost per action) paying network, though they may well have added some display payments to their inventory. So far, like most ad networks, it appears they’ll have a trivial effect on revenue.

So why do all these ad networks matter? They matter most in relation to Facebook- their presence will help ensure that Facebook rolls out its ad network soon and, more importantly, gives publishers competitive rates. That promise is what makes the bubble of ad networks worthwhile.