Facebook gets a mini Mobilegeddon

Last year, Google changed its algorithm to favor mobile-friendly sites. The change was dubbed Mobilegeddon as it threatened businesses that had not built mobile-friendly sites with lower rankings.
Now, Google rival Facebook is weighing in on mobile-friendliness. Citing research, the social network says up to 40% percent of users will abandon a mobile site after three seconds of delay. That, for obvious reasons, is problematic for advertisers with slow-loading mobile sites who are paying Facebook for clicks.
To address the issue, Facebook is taking several steps.
First, it is encouraging advertisers to improve the mobile-friendliness of their websites using many of the techniques Google’s mobile-friendly test already recommends. These include compressing files, minimizing use of redirects and plugins, removing render-blocking JavaScript and using Content Delivery Networks (CDNs).
Second, Facebook has built a prefetching system that identifies ads users are likely to click on and automatically retrieves some of the HTML content from the ad links in the Facebook in-app browser before they’re clicked. The company says can reduce mobile site load times by up to 29% or 8.5 seconds. Since advertisers can’t opt out of prefetching, Facebook includes a header that advertisers and third-party, tag-based measurement companies