UPDATE: Morgan Stanley Initiates Coverage On Facebook On Unrivaled Level Of Scale

In a report published Monday, Morgan Stanley analyst Benjamin Swinburne initiated coverage on

with an Overweight rating and $90.00 price target. In the report, Morgan Stanley noted, “FB represents an unrivaled level of scale (1.4bn monthly users), targeting, and engagement for advertisers. The rapid growth in mobile drives its 30% '14-'18 revenue CAGR. After compression in '15, we see 400bp of EBITDA margin lift in '16.” Facebook closed on Friday at $74.99.