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ShareThis Tops New Ad Entity Ranking From ComScore

  |  September 18, 2012   |  Comments

Firms like CNN, Walmart.com, and Twitter also turned up on the list of 30 "ad focus entities."

ShareThis topped the display ad charts in terms of reach in August according to new category rankings from comScore. The social ad firm attracted 87 percent of the U.S. Internet audience last month among "syndicated ad focus entities" measured by the research firm. Firms like CNN, Walmart.com, and Twitter also turned up on the list of 30.

Google and Yahoo came in second and third place among the ad focus entities, reaching 82 percent and 74 percent respectively. For comScore, reach represents the percentage of the total Internet population who viewed a particular entity at least once in the month measured. The company has begun to provide additional data on firms that enable digital ads but fall outside of the ad network realm. In a press release the firm noted it has "expanded its display ad ecosystem reporting to provide additional granularity in the classification of ad publishers, networks and other platforms that comprise the ecosystem."

Outbrain and Facebook were also in the top five among syndicated ad focus entities, reaching 72 percent and 70 percent of the U.S. Internet audience last month, respectively.

The measurement company also reported ad networks by reach. The top four all reached more than 90 percent of the Internet audience in the U.S. in August: PulsePoint (96 percent), Vibrant Media (93 percent), Specific Media (93 percent), Google Ad Network (93 percent). AOL's Advertising came in fifth with around 84 percent reach.

The new ad ecosystem categorization allows for non-ad networks to show up as ad entities. Wikipedia.org reached 13 percent of the U.S. Internet audience in August, while Apple.com reached 20 percent. CNN, Walmart.com, and Twitter.com closed out the list of 30, each with around 17 percent.

Top Syndicated Ad Focus Entities
by Reach of U.S. Internet Audience
Ad Focus EntityReach
ShareThis 87%
Google 82%
Yahoo Sites 74%
Outbrain 72%
Facebook 69%

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