Companies spend massive dollars on display ad networks to generate awareness which then results in intent-laden search queries for products leading to search engine marketing ads. dCommerce is shifting product discovery away from display advertising to product presence in user feeds on social networks such as Pinterest.
Consumers are drawn to the mobile Internet because it can be highly contextual and leverages information such as geo-location, presence, and user-specific information to deliver a rich and intensely personal experience.
With the online population shifting towards mobile devices, Facebook needs to have a strong presence that they can monetize and control, with unfettered access to the user that cannot be taken away or restricted by another company.