New York—Both Facebook Inc. and Google Inc. overtook Yahoo Inc. in 2011 in display ad revenue, according to eMarketer. Yahoo had been the perennial display ad leader.
Facebook garnered $1.73 billion in display ad revenue in 2011. Google nearly matched it with $1.71 billion, while Yahoo slipped to third with $1.35 billion. EMarketer projected that Google, with its mobile display, YouTube and DoubleClick businesses, will overtake Facebook in this segment by 2013.
In 2008, Yahoo controlled 18.4% of the online display ad market; but, by the end of 2011, it was down to a 10.8% share. EMarketer predicted Yahoo's display ad market will drop to 7.5% by 2014.