"Insane" in this case means as high as 5%, thanks to the screen footprint of Facebook’s mobile News Feed. "If you think about the amount of real estate you can get in the News Feed ad on a mobile device, you are able to take over the screen for a second."
So what's next for Facebook's data plans? It has covered many bases: retargeting (Facebook Exchange, March 2012), database matching (Custom Audiences, Sept 2012), "black box" optimization (Lookalikes, March 2013), and third-party data segments (Partner Categories, April 2013).
"So much has been done. It's a lot about execution now," said Steketee. But he sees at least one looming opportunity.
"One thing that is still developing is the idea of hashtags. It's doing more with real-time conversations, like what Twitter is doing with keyword targeting."