"The usage of Facebook on mobile devices like smartphones and tablets like the iPad has grown dramatically. According to their IPO filings, over half of Facebook’s 800 million registered members use it via mobile. Unfortunately Facebook makes no money on mobile yet and continues to struggle to find ways to monetize it. As we move away from the large number of CPM based ads shown next to content on the website when viewed on a computer to the much shorter interaction times on mobile devices, the number of ads that can be shown will be orders of magnitude lower — e.g. Facebook cannot serve one full screen ad in between each picture the user views on their smartphone."