Facebook is Mobile First, Revenue Isn't, Yet

From the Facebook S1 document: "Although the substantial majority of our mobile users also access and engage with Facebook on personal computers where we display advertising, our users could decide to increasingly access our products primarily through mobile devices."

"We do not currently directly generate any meaningful revenue from the use of Facebook mobile products, and our ability to do so successfully is unproven." 


The problem is that Facebook, though now a leader in display advertising, cannot show those ads on mobile devices. 

Facebook wants to be "mobile first." Right now, though, mobile right now is "revenue last."