NEW YORK (TheStreet) -- Facebook (FB - Get Report) being down has bigger implications for more than just people wasting time reading their friends statuses and watching videos.

It affects advertising as well.

Both Facebook's mobile and desktop sites (including apps such as Facebook Paper) were down for approximately 10 minutes in the U.S., though the site and app appear to be working now.

Given that the company generated $3.827 billion in advertising revenue in the second quarter, assuming no growth rate in revenue, Facebook is missing out on the potential for  a loss of slightly more than $1.7 million in advertising-centric revenue for every hour the website and app are not working.

TheStreet has reached out to Facebook and will update the post when the company responds.

Shares of Facebook appear to not have been affected by the outage, however. As of mid-day, shares were falling 0.67% to $93.37, outperforming the broader Nasdaq.