Be careful here. Facebook is growing ad revenue, but I haven't read anything yet that suggests users are interacting with the ads. After all, if the ads don't get clicks then eventually the advertisers will leave.
Your article doesn't speak to the efficacy of Facebook ads, does anyone have recent analysis on if the maturing Facebook ad platform is any better for getting clicks than their early efforts?
Don't judge a ad platform by it's ability to get clicks. What's important is it's ability to drive business for companies.
E.g. I'll happily pay $100 per click for if traffic has 50% conversion for a product that has a 1 year profit of $300. If conversion is 0.1% like some apps I'll still buy traffic but bid $0.20 for clicks. Even if the app has 10 times the clicks they will not earn as much as FB. Linking the right ads to the right people is the key for value/profit.
Your article doesn't speak to the efficacy of Facebook ads, does anyone have recent analysis on if the maturing Facebook ad platform is any better for getting clicks than their early efforts?