ComScore, IAB reports show robust online ad growth

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Reston, Va.—U.S. online display advertising impressions totaled 1.1 trillion in the first quarter, an increase of 15% over the year-earlier period, according to data released Thursday by comScore. The average cost per thousand impressions was $2.48 for an estimated total ad spend in the first quarter of $2.7 billion. had 176 billion display ad impressions in the first quarter, leading all online publishers with a 16.2% market share. Yahoo's sites ranked second with 132 billion impressions (12.1%). Microsoft's sites were third with 60 billion impressions (5.5%).

“Following a severe ad recession that began in late 2008 and continued through the first three quarters of 2009, we've been seeing a strong resurgence in the online display ad market,” Jeff Hackett, comScore senior VP, said in a statement. “The first quarter of 2010 posted strong volume in online display ads, coinciding with increasing expenditure from advertisers and higher CPMs for publishers."

A separate report from the Interactive Advertising Bureau and PricewaterhouseCoopers found that Internet ad revenue in the U.S. totaled $5.9 billion in the first quarter, up 7.5% over the same period a year earlier and the highest reported quarterly revenue figure for the industry.

“The year-over-year growth we are seeing reflects marketers' confidence in the value and effectiveness of interactive advertising,” said Randall Rothenberg, president-CEO of the IAB.

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