Facebook accounts for 23% of the US online display ad market and serves more display ads than Yahoo!, Microsoft, Fox Interactive Media and Google combined, according to new comScore stats. The social network has made huge gains in the past year, having accounted for just 9% of the US market in Q3 2009. However, because its CPM rates are so low, Facebook still trails Yahoo! in terms of ad revenue.
According to comScore, Facebook served 297bn ad impressions during Q3. Yahoo! served 141bn and took 11% of the market, while Microsoft followed with 64bn ad impressions and 5% of the market. US users saw a total of 1.28 trillion display ads during the quarter, up 22% compared with last year and an average of more than 6,000 display ads each.