Facebook is an Advertising juggernaut. It is propelling the company to higher and higher stock values. The Facebook News Feed is 11 years old next month. It’s really getting old in digital years.

The ad sales on the News Feed has only been available for 5 years. Some feel the clutter of ads has reached its saturation point and Wall Street wants to know what’s next for the advertising gorilla.  So Facebook has rolled out mid-roll video ads and messaging ads. The mid-roll ads interrupt long-form video content just like on broadcast TV.  Facebook is also working on a mobile tab that would be available to advertisers.

With more and more people wanting to advertise on Facebook, the answer for any medium to control cluttered inventory is to raise prices. In some cases that may be happening. That will drive future growth for Facebook without overloading the ad content.

We don’t want Facebook to go the way of cable and add massive breaks to movies and extend the movies by up to 1 hour. We all should prepare for higher advertising costs on Facebook, or the audience we all want and need will drift away to other non-cluttered platforms.