Perhaps most interesting: growth seems to be fueled by self-service customers, not large advertisers. And while an annual number of $1.68Bn doesn’t even reach what Google books in a month, you have to believe the folks in Mountain View really hate seeing Zuck & Co. encroaching fast on the self-serve online ad territory they so thoroughly dominated for the last half decade.

(DISCLOSURE: The Daily Bunch charitable trust is a GOOG shareholder.)