Ever look at Facebook's homepage and think about the ratio of content to advertisement? It's easy to overlook it because the feed itself is infinite. But the new page layout combined with the new ad formats (Sponsored posts now appear atop the feed and below the ticker) - represent a very significant portion of the visible real estate. It is even more pronounced if you include the "Apps" section on the left and the "notifications" section on the right - both of which are monetizable aspects. In this example, that ratio of content to advertisement is even more pronounced: I have one full post on the screen (a function of a photo album being displayed - takes up more space) and three posts in the ticker. You can also see the headline of a fifth feed post. If you include that: there are five posts on the page - one of which is prominent. And there are two ad-units - both of which are arguably equally or more prominent.