"It's not doing that just by introducing new ad space" Maybe, but just a bit over a year ago they used to have two ads on the right hand side of their desktop

"It's not doing that just by introducing new ad space" Maybe, but just a bit over a year ago they used to have two ads on the right hand side of their desktop version. Now they have seven ads in the same space. They also used to have one mobile ad in their news feed. Now they are sideways scrollable (I think there are five in total). The fanpages' organic posts are reaching fewer and fewer people in an attempt to make the owners pay for as many promoted posts as possible. A point I noticed in their last earnings report reminded me of the reasoning in the OP's post: one of the signals of decelerating growth is the loss of popularity of early products. Their desktop ad business accounts for less than half of their revenue nowadays, despite the fact that there is a lot more ad space available there.