Facebook's Future Rests on Knowing You Even Better

For the past few years, Facebook’s quarterly earnings calls have been something of a victory lap. Even at its massive scale---$40 billion in annual revenue and more than half of the world’s internet users, the company manages to grow consistently each quarter, even beating analyst expectations. Wall Street has rewarded the company with a stock price that can only go up, increasing 560 percent in five years and placing Facebook among the most valuable companies in the country.

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