The bigger Facebook gets, it cements its position as one of the most dominant players in digital media, and it has the size and reach to change the rules of digital advertising and convince others to play by them," said Debra Aho Williamson, an analyst at research firm eMarketer.
Facebook, which turns 11 years old this year, began offering mobile ads in June 2012, the year its stock began publicly trading. More recently, Facebook expanded into video ads, which are very profitable, and last year it re-launched Atlas, a tool for marketers to better target people across devices, platforms and publishers and to measure how well the ads work.