Facebook Serves 25% Of Display Ads

Facebook accounted for more than one-quarter (25.8%) of all U.S. display ad impressions in the fourth quarter of 2010 -- up from 23.1% in the prior quarter, per comScore.

The social network's gain came at the expense of Yahoo, whose display ad share fell to 9.7% from 11%, and Fox Interactive Media, which dropped to 2.4% from 3.8%, in the third quarter. Among other top Web publishers, Microsoft's share slipped to 4.5% from 5%, and Google, from 2.7% to 2.4%. AOL saw a slight uptick from 2.4% to 2.5% in the fourth quarter. More than 1.3 trillion ad impressions were served in the quarter, about the same as the prior three months. Of that total, Facebook was responsible for 338.6 billion. The new figures reflect Facebook's growing dominance of display advertising based on its more than 500-million-strong audience worldwide and its advantage over the major Web portals in user engagement.