On the first anniversary of going public, Facebook still faces some analyst doubts about its ability to monetize its mobile base, which is considered key to the company's prospects. "How many mobile ads can you put into the mobile news feed before you start to irritate users?" BTIG Research analyst Richard Greenfield said. Facebook has increased its share of the U.S. mobile-ad market from zero to 13.3% since 2011, according to eMarketer, but the research group predicts a decline in that share to 11.5% in two years because of rising competition.

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