Strengths
Facebook, the world's largest social network, has 1.44 billion monthly active users (MAUs) worldwide. Unlike rivals Twitter (NYSE:TWTR) or LinkedIn (NYSE:LNKD), Facebook is consistently profitable on a GAAP basis.Last quarter, mobile advertising revenue accounted for 73% of Facebook's advertising revenues, up from 59% in the prior year quarter. Total ad revenues rose 46% annually as its average revenue per user (ARPU) climbed 25% to $2.50. Unlike Google, Facebook limits the number of ads it displays every quarter. This strategy -- which emphasizes quality over quantity -- caused Facebook's average price per ad to soar 285% annually last quarter as ad views fell 62%.