Business Technology

Wednesday 13 December 2017

Twitter stock falls 6.7pc on ratings drop

Twitter comes to Wall Street.
Twitter comes to Wall Street.

Jillian Ward

Twitter shares fell as much as 6.7pc after Morgan Stanley reduced its rating on the stock, saying the microblogging service may lose online advertising revenue to larger rivals like Facebook.

Twitter dropped to $64.98 (€47.63) in New York. The shares have more than doubled from an initial public offering price of $26 two months ago.

The shares were cut to underweight, the equivalent of a sell rating, at Morgan Stanley.

The San Francisco-based company trades at a premium to peers such as Facebook and Google, which have advantages in digital ad formats, wrote Scott Devitt, an analyst at Morgan Stanley.

Even with Twitter's push to generate sales through television partnerships, TV ad budgets were most likely to go to Google's YouTube and Facebook before Twitter, he wrote. Mr Devitt has a price target of $33 on Twitter stock.

"As competition for online ad dollars intensifies, we guide investors to Google and Facebook, dominant platforms with more attractive risk/reward," Mr Devitt wrote.

"In our view, success is far from guaranteed at this early stage." (Bloomberg)

Irish Independent

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