The impact would be lower CPCs for mobile ads. People moving their ad spend over to Facebook from Google. One of the interesting myths people used to believe in was that adding a new advertising platform would add more ad dollars to the digital economy. However, the pool of ad dollars is finite, the people who spend them have fixed budgets so when they shift them to new inventory they take them away from somewhere else. And the way that is reflected in Google&#x27;s number is their auction system for ads gets lower bids as fewer people are competing for various spots.