[T]here’s a dark lining to Facebook’s mobile triumph.
The company is transitioning to a business, mobile advertising, that just isn’t very good, yet.
Just last week, Google announced that mobile clicks were dragging down the average value of their ads. This was a harsh reality check. On a desktop, clicking a Google ad is worth $1. On a phone, it’s worth $0.50. The more users move from desktops to phones, the cheaper the clicks.
(And if you are wondering why companies are looking to digital subscriptions—like my current employer had—this is a very good explanation.)