"Over time, as they amassed more and more information about who is likely to be interested in what, they got better at targeting with both desktop and mobile ads," Jay Hallberg, industry specialist and co-founder and COO of IT social network SpiceWorks, told TheStreet, recounting his early forays into Facebook advertising as unsuccessful. "As an advertiser, they've certainly been improving their products to drive results for us."
"They have had a big focus on quality more than just quantity, so I think that's why they have that growth there," agreed eMarketer analyst Martin Utreras, speaking with TheStreet. "They're not yet monetized to the [highest] levels, so there's lots of potential behind them."
Facebook's growth also lies in the changing relationship we have with the Internet. Google, once the initial jump-off of any Web experience, is slipping in its place as the only starting point. "People are spending time on Facebook and Instagram. People are spending time in a lot of places that Google isn't," said Hallberg.