Facebook Scores Again With Most Ads on the Web

Huge Numbers Aside, Social Network Impresses More by Boosting Amount of Ads Per Page View

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Facebook serves the most people in social networking, but it also serves the most ads, too. According to the latest tally from ComScore, the Palo Alto-based company served a total of 1.37 trillion ads over the past 15 months, an average of 91.1 billion ads every month. That was more than double the next leading company in ads served, Yahoo, which pushed out 641.89 billion ads in the same period or 42.79 billion ads each month.

But what really sets Facebook apart, according to the latest metrics, is that it's actually increased the amount of ads it's serving per page over the past year while everybody else, from Yahoo and Google to AOL and Microsoft, has either leveled off the number of ads or stayed flat. Beginning last year, the social-networking giant showed an average of one ad per page, but then increased to as high as 1.7 ads per page in November and December of last year. The overall industry average, according to ComScore, is closer to 0.6 ads per pages served. That stands to reason given that Facebook has increased its ad revenue to $1.86 billion last year, according to eMarketer, and is expected to bring in $2.19 billion in ad revenue this year.

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