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UPDATE: BMO Capital Markets Upgrades Facebook to Outperform on Ad Spending Reacceleration

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BMO Capital Markets raised its rating on Facebook (NASDAQ: FB) from Underperform to Outperform and increased its price target from $15 to $32.

BMO Capital Markets commented, "We believe Facebook is experiencing a reacceleration of ad spending from large brands that are returning for mobile “reach & frequency” and more video ads. We also believe direct response (DR) advertisers are now armed with a proper set of ad buying tools; while Facebook Exchange receives most of the attention, Custom Audiences is what we hear the best feedback about. Moreover, Facebook is more fully embracing native monetization like Sponsored Stories and Gifts, and conversations with agency contacts indicate Facebook has improved its outreach to Madison Avenue."

Facebook closed at $25.91 on Friday.

Latest Ratings for FB

DateFirmActionFromTo
Nov 2014Hilliard LyonsInitiates Coverage onLong-term Buy
Nov 2014Morgan StanleyInitiates Coverage onOverweight
Oct 2014Tigress FinancialUpgradesNeutralBuy

View More Analyst Ratings for FB
View the Latest Analyst Ratings

Posted-In: BMO Capital MarketsAnalyst Color Upgrades Pre-Market Outlook Analyst Ratings

 

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