According to comScore, Facebook’s 1.3 trillion display ad impressions accounted for 27.9% of all the display ads served online in 2011.
The biggest content-related companies were Yahoo (#2 at 529 billion impressions) and AOL (#5 at 131 billion). These companies’ dominance of display ads is likely helped by their ability to target ads to relevant visitors.
Pew Research Center recently found Yahoo targets more ads (67 percent) than other news sites. Facebook personalizes almost all of its ads based on a user’s demographics, interests and friends. News organizations mostly do not target ads.
comScore also reports Web users spend about 5 percent of time on news/information sites, and 17 percent on social networks.
Courtesy of an article dated February 14, 2012 appearing in Poynter.org
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