The whole article seems exaggerated, Though the CPC prices have been rising at a very fast pace, there is a possibility they might get corrected in future.
On the other hand, the amount of money/funding in the market and a considerable amount being spent on advertising as its one of the easiest paid method to get traffic on your site.
Facebook on the other hand is bullish on mobile traffic, also since it being a relatively new the CPC's are cheaper there., but i dont think they have much more control as to who sees their adverts, fake clicks and profiles are everywhere.
The only area where both Facebook and Google are not market leaders is the programmatic side of advertising. Since it is so fragmented, there have been a lot of smaller players (trading desks and DSP's) taking advantage of that. Since these are relatively smaller companies they dont have such sophistication of fraud detection as google or fb leading to people gaming the system and loosing trust in them.
On the other hand, the amount of money/funding in the market and a considerable amount being spent on advertising as its one of the easiest paid method to get traffic on your site.
Facebook on the other hand is bullish on mobile traffic, also since it being a relatively new the CPC's are cheaper there., but i dont think they have much more control as to who sees their adverts, fake clicks and profiles are everywhere.
The only area where both Facebook and Google are not market leaders is the programmatic side of advertising. Since it is so fragmented, there have been a lot of smaller players (trading desks and DSP's) taking advantage of that. Since these are relatively smaller companies they dont have such sophistication of fraud detection as google or fb leading to people gaming the system and loosing trust in them.