J.P.. Morgan Facebook Facebook Beginning to Show the True Potential of Its Ad Platform; We'd Continue to Be Buyers, PT to S44 Facebook delivered its strongest quarter yet as a public company—results that we think could be thesis-changing for many—and we would continue to buy Facebook shares even after the —17% move up in the after-market. Our revenue and non-GAAP EPS estimates increase 12% and 38% for 2013, and 22% and 46% for 2014. Our price target moves from $35 for year end 2013 to $44 for year end 2014, based on the average of our DCF analysis ($48), 15x 2015E EBITDA ($45), and 30x 2015E non- GAAP EPS ($38). We reiterate our Overweight rating. • Significant Mobile Advertising upside. Mobile revenue of $656M was well above our $446M estimate, driving 15% upside in total Ad revenue and 45% upside in both non-GAAP operating income and EPS. One year into Facebook's Mobile Advertising efforts, Mobile has increased from zero to 41% of total Ad revenue. As Mobile becomes the majority of Ad revenue in 2H13, we believe the Desktop to Mobile mix-shift bear argument should fade as Mobile benefits from secular growth and higher pricing potential. It is also where Facebook's ad platform is most differentiated. Quite simply, Mobile moves from a headwind to a tailwind. • Inflection in advertiser demand and ad quality. We believe 2Q matted an inflection point in advertiser demand and ad quality for Facebook, enabling the company to increase inventory while simultaneously realizing higher pricing. This is the first quarter we have seen such strong auction dynamics play out on Facebook's platform and we believe it can continue as advertiser ROI improves. Overall ad impressions increased 43% YA' and eCPMs 13% YN, and pricing would have been even higher if not for the lower pricing floor in int'l markets. • Greater clarity on engagement and back-half comps. We think management provided greater insight into engagement trends and tougher 2H 13 comps. Beyond