So, let me try another lede.
On May 7, 2012, 11 days before Facebook suffered the biggest tech IPO flop in modern history, the company filed an amendment to its prospectus, on pages 14, 17, and 57, that amounted to a blaring red light for investors.
"The trend we saw in the first quarter of DAUs increasing more rapidly than the increase in number of ads delivered has continued. We believe this trend is driven in part by increased usage of Facebook on mobile devices where we have only recently begun showing an immaterial number of sponsored stories."
In other words, as Khadeeja Safdar reported in The Atlantic, mobile was eating Facebook.
What a difference two years makes.
Marking what might be the most significant advertising success story of our time, Facebook is now greedily devouring the mobile-display ad pie, of which it now commands a one-third slice. Today, Facebook reported an all-time high operating margin, and, as if in homage to a certain un-killable quote from The Social Network, its second-quarter earnings are basically one long procession of $1 billion figures. Everything about Facebook is officially Justin Timberlake-approved™ cool.
- How much more money did Facebook make this quarter compared to 2013? Just above $1 billion.
- How much revenue is Facebook making a month? $1 billion.
- How many monthly actives on mobile does Facebook have? Almost exactly 1 billion.
- And, for frivolity's sake, how many posts and comments about the World Cup did Facebook count? You got it.