Facebook to Eclipse $5 Billion in Ad Sales in 2012

With Facebook poised to expand its advertising initiatives in 2012, a prediction from Enders Analysis that the digital giant will reach $5.3 billion in display advertising next year seems about right. According to eMarketer, Facebook's display ad revenue will total $3.8 billion at this year's end, representing a 104 percent growth compared to 2010.

Utilizing both researchers' numbers suggests Facebook ad sales will jump 39 percent year over year by the end of 2012. Enders and eMarketer give Facebook the title of No. 1 display advertising seller over Google.

London-based Enders prognosticates Google will pull in $2.5 billion in display ads during 2012, not including search dollars. With search in the mix, Enders says the Mountain View, CA-based online giant has been selling more advertising than any other player and will continue to do so next year.

But not without Facebook continuing to up its advertising game. During 2012, the Palo Alto, CA-based company plans to increase the reach of its Sponsored Stories ad units while reportedly also entering the mobile advertising fray.