In addition to purchases like WhatsApp and Oculus, Facebook is starting to make moves to assert itself in the mobile ad space marketplace. Never its strong suit, the company is attempting to leverage it’s incredibly large and diverse user base into more bottom line dollars by incrementally increasing mobile ad revenues.
Facebook begins to assert itself in mobile advertising analytics
http://venturebeat.com/2014/03/22/facebook-begins-to-assert-itself-in-mobile-analytics/