With 609 million daily users on the mobile platform, Facebook can expect staggering revenue growth with Audience Network. But there are other competing ad platforms as wellapart from Googles AdMob and Apples iAd, there are many smaller firms in the fray as well. Where Facebook scores much higher is that it has gotten users to volunteer personal details at many levels, from employment history and political leanings to their exact location. Therefore, it makes a more compelling case as an enabler of the narrow targeting that advertisers seek. But the winning proposition for Facebook has to be that the Network will allow it to monetise the Big Data it holds without conceding space on its own app. That would mean happier users, given there has been very vocal opposition to using the News Feed or any other page for displaying ads.