Q4 Showed Facebook Will Survive Mobile Because It’s An Ads Scalpel, Not A Shotgun

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On the web, there’s plenty of room to throw a scattershot of ads at people and hope one resonates. On mobile, where there’s reduced real estate, you have to make every pixel count by targeting ads with surgical precision. That’s how Facebook succeeded in Q4 2012 and why the social network is actually well equipped to weather the shift to mobile. There’s no room for the shotgun approach on the small screen.

“Most people underestimate how fundamentally good the trend...

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