Facebook has more than 2 billion monthly active users. What started as an online social network allowing people to connect with each other has transformed into a behemoth media mogul and a real game-changer in mobile advertising. Facebook’s mobile ad platform—called Audience Network—delivers targeted mobile ads for advertisers. While there are other mobile ad platforms

(Google is the dominant player), Facebook has a treasure trove of data that is useful for advertisers. Google is strong in search data, but Facebook is part of our lives. Facebook has been placing ads on its site for advertisers but now pushes those ads to third-party apps. This is a win-win-win situation for advertisers, app developers, and Facebook because advertisers get their mobile ads to people based on very personal information, app developers get ad revenue, and Facebook gets a cut of the ad revenue for placing the ad. And it’s no small cut—in just the last quarter of 2015, Facebook earned $8 billion in mobile ad revenue. That’s 87 percent of Facebook’s overall ad revenue.

1.Compare Facebook’s, Google’s, and Twitter’s ad networks.

Which is most effective for advertisers?

2.Mobile advertising is one of the fastest-growing sectors of digital advertising, but how is mobile advertising effectiveness measured? Research this issue, and create a report of your findings.