“We think Facebook Inc is the best pure play in consumer Internet around the secular growth in mobile advertising, full stop,” Barclays’ Ross Sandler said in a note, while initiating coverage of the company with an Overweight rating and $154 price target.Best Pure PlayThe analyst believes that although some emerging technologies could eventually take usage away from smartphone, the next 3-5 years could be “a golden era” for mobile, with meaningful budgets being allocated as the space matures and monetization improving quickly.Expressing optimism regarding Facebook’s newsfeed app, Sandler mentioned it was likely to continue to drive core Facebook and Instagram, both of which have a long runway for growth going forward.“Messenger & WhatsApp are the “second act” in mobile monetization for FB, and we see $11B in incremental revenue by 2020,” the analyst stated.via