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BizReport : Advertising : November 08, 2010

Facebook serves quarter of all U.S. display ads

Almost one in four online display ads viewed by people in the U.S. during Q3 were served up by Facebook, according to new figures released this week by comScore.

by Helen Leggatt

Facebook's share of display ad impressions rose from 17.7% in Q2 to 23.1% in Q3, twice that of its nearest rival, Yahoo, with 11%. Overall, Facebook ad impressions totaled more than the sum of its nearest four rivals and 297 billion ad impressions were served in the U.S. alone during Q3.

Yahoo is ranked second ahead of Microsoft in third with 5% market share, Fox Interactive in fourth with 3.8% and Google Sites, currently sitting in fifth place with 2.7%.

"Just one year ago we were still in the midst of an advertising recession, but several growth drivers have contributed to sustained improvements over the past few quarters," said Jeff Hackett, comScore senior vice president.

"The ability to buy specific audiences is enabling a greater number of display ads to be delivered on target, display formats are improving at a rapid rate, and the quality of creative is getting better every day. As publishers prove the value of online display ad campaigns, digital should continue to carve out a bigger piece of the advertising pie."

Tags: display advertising, social network

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