Stifel Maintains Buy on Facebook, Driven by Some Clear Monetization Catalysts

In a report published Friday, Stifel analyst Jordan Rohan maintained a Buy rating on

, Inc.

According to the report, upside remains in shares of FB, driven by some clear monetization catalysts. Instagram and in-stream videos ads should be incremental in 2014. Efforts to demonstrate brand campaign efficacy with data providers like Datalogix are having a positive impact. “Approximately 1.2 billion users spend nearly 3bn hours a month on Facebook, a reach unmatched anywhere in media,” the report noted. “Importantly, in our recent checks with advertisers and agencies, we no longer hear consistent complaints about campaign efficacy -- we believe partnerships with Datalogix and other data providers have been successful.” Some risks to FB's target price included: -Competition -Mobile monetization and shifts in advertising trends FB closed Thursday at $57.22 with shares trading down at 1.73 percent.