Shares of Facebook (FB) - Get Report were higher in early afternoon trading, and the stock is up more than 15% in 2017 -- yet people aren't talking about it, said TheStreet's Jim Cramer on CNBC's "Squawk on the Street" on Thursday.
"It goes up and goes up and goes up -- and no one talks about it," Cramer said.
Many people thought that Facebook wouldn't ever get big ad load because it was too worried about ruining the user experience on its platform, Cramer said. But now, it seems likely that Facebook will start to make money off of the videos that run on its site.
"This is the year of monetization of Facebook video," he predicted.
For consumer product advertisers, Facebook is "integral," Cramer said. Facebook is known to figure out which products a user was looking at on Amazon (AMZN) - Get Report and other retailers' sites, and then show advertisements for that specific product.
The company is worth marveling at considering how much revenue it makes compared to how few employees it has, CNBC's David Faber said. Facebook has about 15,700 employees and reported $7 billion in revenue for the 2016 third quarter in November.
"They don't pay anything for content. What an incredible model that is," Faber explained.
Cramer agreed and added that Facebook has "the greatest gross margins in the world because people like my wife take a picture of Bug and Everest [his dogs], and people look at it. And that is a business."