comScore: Yahoo accounts for 19% of display ads

Google may be making headlines for search engines and paid search but competitor Yahoo is the tops when it comes to display ads. According to a recent comScore report Yahoo delivered more display ads (nearly 19%) than any other online ad publisher.

by Kristina Knight

The data was compiled in November. Researchers found that 18.8% of display ads from Yahoo's platform were delivered - or viewed - on a consumer's computer. Fox Interactive was next with a 16% delivery rate, followed by Microsoft sites (6.7%). Time Warner Network (5.8%) and Facebook (1.5% delivery rate) rounded out the top give ad publisher sites.

“Since just a handful of publisher properties deliver a preponderance of display ads, when one goes beyond the top properties it’s clear how fragmented the online advertising market is, underscoring the importance of advertising networks in aggregating the long tail," said Alistair Sutcliffe, vice-president of comScore Advertising Solutions.

With news that Microsoft big more than $44 billion to obtain Yahoo last week, these numbers are sure to give competitors even more to talk about - and worry about - if the deal does go through. By combining their share of display ads, Microsoft and Yahoo would be far head of competitors, accounting for more than one-quarter of display ads served to consumers.