Pinterest may not be this year’s most anticipated initial public offering, but analysts say it shouldn’t be overlooked as an investment.

“If you get blinded by all the other stars out there, you’re missing on the value Pinterest has,” said Andrew Lipsman, analyst at research firm eMarketer, referring to Uber, Lyft and a raft of other big-name tech companies that have either filed for IPOs or recently gone public. “It’s just getting started as a powerful ad business.”

Pinterest, the digital pinboard whose shares started trading on Thursday after the company’s IPO, is dark horse among a group of highly-valued tech companies making their Wall Street debuts this year. Compared to some of those money-hemorrhaging peers like Uber and Lyft, Pinterest’s business is somewhat stronger, although it still faces a number of challenges in competing against larger rivals like Instagram for ad dollars and making money from its international users.

In Pinterest’s trading debut on Thursday, investors took a glass half full view and sent the company’s shares up 27% to $24.13 in mid-day trading.

James Cordwell, an analyst with Atlantic Equities, said Pinterest has some of the “best looking” financials among fellow tech companies going public. It has steadily grown its monthly active users and revenue while paring its losses.

Pinterest said it ended the fourth quarter of 2018 with 285 million users, according to filings with Securities and Exchange Commission leading up to its IPO. It also increased its average revenue per user in the U.S. from 39 cents in the first quarter of 2016 to $1.06 by the fourth quarter of 2018.

On the other hand, in a sign of the…