Facebook's Long Road Ahead

Those looking for Facebook to transform their monetization strategy overnight and exit with their highly anticipated IPO anytime soon better not hold their breath. Jessi Hempel highlights the challenges currently facing Facebook. There are some serious problems. The most significant is the “blasé attitude that media buyers have toward the company” according to Hempel. Hempel emphasizes that Facebook ads can sell for as little as 15 cents per thousand impressions (CPM). That’s because the rapidly growing user base has its attention elsewhere while navigating the site.