As measured by click-through rates, Sponsored Stories in News Feed perform multiple times better on both desktop and mobile than ads in the right-hand column.
While it once only bought right-hand column ads on Facebook's website, JackThreads now has purchased photo and link ads for the desktop and mobile news feeds, among other things.
Marginize also lets a user sign into its program and add a browser plug-in to see what people are saying about the pages they visit in a similar right-hand column.
In addition to mobile, further monetization of the PC Newsfeed and the positive impact of the Facebook Exchange on right-hand-side column CPMs will help drive growth.