Palo Alto, Calif.—Facebook accounted for 25.8% of all U.S. display ad impressions in the fourth quarter of 2010, according to digital marketing intelligence company comScore.
That represented an increase of 11.7% from the previous quarter, and solidifies Facebook's lead as the No. 1 display ad publisher. ComScore said Facebook's display ad growth came at the expense of Yahoo, whose share of the U.S. display ad market fell to 9.7% in the final quarter of the year, down from 11.0% in the third quarter.
More than 1.30 trillion display ad impressions were served in the fourth quarter, with Facebook accounting for 338.6 billion of them, comScore said.