ComScore: Facebook's Share of Display Ads Reaches 28%

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Facebook's share of U.S. display ad impressions grew to 27.9 percent during 2011, according to comScore data revealed on Monday. It's a sizable lift; the Reston, VA-based researcher estimated Facebook's 2010 share of display ads at 21 percent.

Yahoo's currently second with 11 percent of the market, comScore says, while Microsoft, Google, and AOL trail with less than 5 percent apiece. ComScore has placed Facebook No. 1 in the display ad impressions category since 2009.

As Facebook - which may file for a public offering as early as Wednesday - has grown to more than 800 million users worldwide, brands have gotten on board with vigor. The Menlo Park, CA-based digital giant has successfully courted Madison Avenue during the last two years in particular.

"Any time a site becomes so influential to the full digital landscape, advertisers are forced to pay attention," comScore rep Andrew Lipsman told ClickZ News. "There was a time when brands thought of Facebook as a place for kids and teenagers. That's obviously not the case anymore.