Facebook leads US display ad market

Social networking giant Facebook now accounts for nearly one in four display ads served in the US, according to comScore.
 
The company delivered over 297 billion advertising impressions in the September quarter, or 23.1% of the overall market, the research firm said.  Its share increased 13.9 percentage points year-on-year.
 
Facebook's total more than doubled closest competitor Yahoo's network of sites, which served 140.9 billion ads or 11% of the market. Microsoft sites came in third at 5%.
 
Overall, nearly 1.3 trillion display ads were delivered to US internet users during the quarter, a 22% year-on-year increase.
 
Over 100 advertisers served at least 1 billion ad impressions, with operators AT&T and Verizon ranking among the largest online display advertisers.
 
The average US internet user was exposed to more than 6,000 display ads during the three-month period.
 
“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,” comScore senior vice president Jeff Hackett said.
 
Facebook took an even larger share of the UK display ad market – 31.1%, comScore revealed last week.

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