First-order effects

• App developers get their first comparable benchmark of real CPM rates across competing networks (Lookery, RockYou, Offerpal Media, Cubics, Google AdSense and others), letting them route traffic to whichever pays best right now.
• The long tail of ad networks serving Facebook apps is forced into visible price competition, since developers can now compare fill rates and effective CPMs side by side.

Second-order effects

• Fragmented, low third-party CPMs strengthen the case for Facebook itself to enter the ad-serving business — a path that eventually leads to its own network for third-party apps (announced in testing in 2014) and the Audience Network that later reached a $1B annual run rate (by Q4 2015).
• Ad networks pivot from pure display arbitrage toward richer formats and data-driven targeting on social inventory, foreshadowing Facebook's move to target ads based on app usage.

Third-order effects

• If the pattern holds, platforms stop treating developer monetization as someone else's business: the owner of the identity and activity data eventually captures the ad layer itself, compressing independent networks into niche or acquisition targets.
• Developer economics shift from 'build an audience, sell ads' toward dependence on platform-controlled payouts — reinforcing the dependency risk flagged since the Platform's earliest days.