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Facebook's business today is completely different from what it was 10 years ago. Mobile ads now account for 80% of its total ad revenue (on total revenue of $27.64 billion). A lot of people questioned if Facebook could make any money from mobile when it went public.

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Interesting but yet unclear how much of a dent this really puts against Google's monopoly. I'm not even sure if mobile ads is sustainble, just as the desktop's invasion of AdBlock, I feel like it's not a solid revenue model going forward.

http://www.forbes.com/sites/petercohan/2016/11/25/does-faceb...

It also seems like they don't make it clear where these revenues are coming from.

Apart from large brands, I wonder how effective FB ad campaigns are. How do you measure ROI and attribute it to FB ad campaigns?

I feel like this is Nielsen ratings all over again on a dwindling platform. Inaccessible to rest but large brands with money to splash around. Google Adwords seem more comprehensive and diversified. $4.5 USD per FB user is ridiculous in my opinion. FB users aren't looking at Ads unless they are forced to. Google users want highly relevant ads. This discrepancy explains the CTR between the two...yet FB is considered right up there with Google...it just doesn't make sense.

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