Will Facebook adapt to mobile or will mobile adapt to Facebook?

[Commentary] We all know Facebook needs to become a force in mobile advertising, but just how much of a force? If Facebook were to replicate the success of its desktop ad business on mobile it would account for a healthy chunk of the entire world’s current mobile ad spend. And if it sticks with its planned approach to mobile ads it will need to create a whole new mobile advertising sector from scratch. If Facebook’s future is mobile, it may not be enough for it to merely secure a piece of the mobile ad market: It might need to make the mobile ad industry figure out how to work with Facebook.