Facebook regeared the entire Ads team to focus on mobile, squeezing every advertiser, big and small, to spend as much as possible on Facebook mobile ads. It was one of those instantaneous pivots that were breathtaking in their speed and focus, with an agility that had saved Facebook more than once in the past, and of which the company could be justly proud. Not many public companies of that size, if any, could have pulled off such a sudden course change.
