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NEW YORK (TheStreet) -- Shares of Facebook (FB) - Get Facebook, Inc. Class A Report may rise in Wednesday's session, on reports that the company is creating its own mobile advertising distributor to rival Twitter's (TWTR) - Get Twitter, Inc. ReportMoPub in an effort to attract more business in a growing market, according to Bloomberg.

Facebook has made several advertising moves which may be revealed in its F8 developer conference this month, Bloomberg added.

Last year Facebook unveiled its audience network, which allowed advertisers to run their Facebook ads on third-party mobile applications.

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Facebook's atlas product can track people anonymously to provide feedback to advertisers on the performance of their ads. Atlas can tell marketers if a person has seen the spots and on what type of device.

Twitter bought MoPub in 2013 to give advertisers a place to serve their promotions to mobile apps and get feedback.  On MoPub, advertisers can bid in real time on the most ideal locations for their ads.

Facebook shares are down 0.2% to $79.44 in pre-market trading today.

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Menlo Park, CA-based Facebook is a social networking website company, with its applications enabling customers to stay connected with their friends and family

TheStreet'sJim Cramer and Jack Mohr wrote on  ActionAlertsPLUS.com what they think about Facebook. Here's a snippet of what they had to say:

Shares continued to move higher this week, hovering around all-time highs. Two recent media articles about Facebook's Oculus division (acquired for $2 billion in March 2014) shows that the company has an opportunity to enable court-side and rink-side virtual seats for NBA and NHL games through its relationship with Samsung and content creator NextVR. We believe this is a meaningful step for Oculus and the value proposition for Oculus and Samsung Gear VR users. From the NBA and NHL perspectives', this would create an "infinite seat," which is a seat they could sell an infinite number of times. Oculus Rift is a huge long-term (five years or more) opportunity for Facebook. We both have tried it and can confirm that virtual reality is a breathtaking -- and awesome -- experience. In the world of tech, you can never have too many shots on goal. Our target is $90.

- Jim Cramer and Jack Mohr, 'Weekly Roundup' originally published 2/27/2015 on ActionAlertsPLUS.com.

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Separately, TheStreet Ratings team rates FACEBOOK INC as a Hold with a ratings score of C. TheStreet Ratings Team has this to say about their recommendation:

"We rate FACEBOOK INC (FB) a HOLD. The primary factors that have impacted our rating are mixed, some indicating strength, some showing weaknesses, with little evidence to justify the expectation of either a positive or negative performance for this stock relative to most other stocks. The company's strengths can be seen in multiple areas, such as its robust revenue growth, largely solid financial position with reasonable debt levels by most measures and impressive record of earnings per share growth. However, as a counter to these strengths, we find that the company's return on equity has been disappointing."

Highlights from the analysis by TheStreet Ratings Team goes as follows:

  • The revenue growth greatly exceeded the industry average of 18.6%. Since the same quarter one year prior, revenues rose by 48.9%. This growth in revenue appears to have trickled down to the company's bottom line, improving the earnings per share.
  • FB's debt-to-equity ratio is very low at 0.01 and is currently below that of the industry average, implying that there has been very successful management of debt levels. Along with this, the company maintains a quick ratio of 9.04, which clearly demonstrates the ability to cover short-term cash needs.
  • The gross profit margin for FACEBOOK INC is currently very high, coming in at 94.31%. It has increased from the same quarter the previous year. Regardless of the strong results of the gross profit margin, the net profit margin of 18.20% trails the industry average.
  • The stock has risen over the past year as investors have generally rewarded the company for its earnings growth and other positive factors like the ones we have cited in this report. Looking ahead, the stock's rise over the last year has already helped drive it to a level which is relatively expensive compared to the rest of its industry, implying reduced upside potential.
  • The company's current return on equity has slightly decreased from the same quarter one year prior. This implies a minor weakness in the organization. When compared to other companies in the Internet Software & Services industry and the overall market, FACEBOOK INC's return on equity is below that of both the industry average and the S&P 500.
  • You can view the full analysis from the report here: FB Ratings Report