Facebook top publisher of display ads: comScore

May 13, 2010
Facebook has passed Yahoo! to become the top US publisher of display ads on the Web, another milestone for the fast-growing social network, according to figures released on Thursday.

Facebook has passed Yahoo! to become the top US publisher of display ads on the Web, another milestone for the fast-growing social network, according to figures released on Thursday.

Online tracking firm comScore said Facebook delivered 176.3 billion display ads to US users in the first three months of the year, a 16.2 percent market share, more than double its 7.5 percent share of a year ago.

Long-time display ad leader Yahoo! was next, delivering 131.5 billion display ads in the quarter, a 12.1 percent market share, followed by Microsoft sites with 60.2 billion ad impressions, or 5.5 percent, comScore said.

Display advertising includes banner ads, sponsorship and rich media ads and is distinct from the search-related advertising format dominated by Google.

According to comScore, US Internet users received a record 1.1 trillion display ads in the first quarter, up 15 percent over a year ago, while total US display ad spending reached an estimated 2.7 billion dollars.

But while Facebook may be running more display ads than anyone else, Yahoo! is estimated to be making significantly more money because ad rates on social media sites tend to be lower.

Facebook has eclipsed MySpace in recent years to become the world's top social network with more than 400 million users.

MySpace parent Fox, which is owned by News Corp., slipped from second place to fourth in the rankings in the quarter, according to comScore, serving 53.8 billion display ads for a 4.9 percent market share, down from 11.6 percent a year ago.

AOL was next with 32.1 billion display ads, a 2.9 percent market share, followed by Google with 25.8 billion display ads for a 2.4 percent share.

ComScore senior vice president Jeff Hackett said the figures show the online display ad market is reviving.

"Following a severe ad recession that began in late 2008 and continued through the first three quarters of 2009, we've been seeing a strong resurgence in the online display ad market," Hackett said.

"This pickup in activity should bode well for the online advertising industry as we move forward in 2010," he said.

According to the Interactive Advertising Bureau and PricewaterhouseCoopers, Internet advertising revenue in the United States hit 5.9 billion dollars in the first quarter of the year, up 7.5 percent over the same period a year ago.

The IAB and PwC said Thursday that the revenue figure was the highest ever recorded for a first-quarter although it was lower than the 6.3 billion dollars notched up in the fourth quarter of last year.

Explore further: Britain's UKIP issues online rules after gaffes

add to favorites email to friend print save as pdf

Related Stories

Online ad revenue up 2.6 pct in 4Q to $6.3 bln

Apr 08, 2010

(AP) -- Online advertising revenue grew by 2.6 percent in the fourth quarter, the first year-over-year increase in more than 12 months as companies became more comfortable with spending on marketing, according to report ...

Web ad revenue grew in 4Q but slower than in past

Mar 30, 2009

(AP) -- U.S. Internet advertising revenue climbed in the fourth quarter in spite of the poor economy, but the growth rate was sluggish compared to previous years, according to an analysis released Monday.

Signs of recovery for online ad market in US

Apr 07, 2010

Online advertising revenue hit a record 6.3 billion dollars in the United States in the fourth quarter of the year, a bright spot in an otherwise dismal year, according to a report on Wednesday.

Recommended for you

Britain's UKIP issues online rules after gaffes

23 hours ago

UK Independence Party (UKIP), the British anti-European Union party, has ordered a crackdown on the use of social media by supporters and members following a series of controversies.

Sony saga blends foreign intrigue, star wattage

23 hours ago

The hackers who hit Sony Pictures Entertainment days before Thanksgiving crippled the network, stole gigabytes of data and spilled into public view unreleased films and reams of private and sometimes embarrassing ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.