On the one-year anniversary of going public, Facebook still faces some analyst doubts about the social network site's ability to monetize its vast 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 analyst Richard Greenfield said. Facebook has grown its share of the U.S. mobile ad market from zero to 13.3% since 2011, according to eMarketer, but the research group also predicts a decline in that share to 11.5% in two years because of rising competition.

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