NEW YORK (AP) — For the seventh quarter in a row Facebook beat profit and revenue forecasts, continuing to win more mobile advertising revenue as most users shift to using the site on smartphones and other portable devices. [...] Facebook expanded into video ads, which are very lucrative, and last year it re-launched Atlas, a tool for marketers to better target people across "devices, platforms and publishers" and to measure how well the ads work. "The bigger Facebook gets, it cements its position as one of the most dominant players in digital media, and it has the size and reach to change the rules of digital advertising and convince others to play by them," says Debra Aho Williamson, an analyst at research firm eMarketer. Facebook, which owns the popular photo-sharing app Instagram and the messaging service WhatsApp, has launched stand-alone mobile apps of its own, in a move that helps it take up more real estate on people's phones. Besides its Messenger app, though, these apps have seen limited success.