Facebook Outselling Yahoo In Display Ads This Year

Facebook will overtake Yahoo as the U.S.'s top seller of display advertising online, according to eMarketer estimates released today.

Facebook will overtake Yahoo as the U.S.’s top seller of display advertising online, according to eMarketer estimates released today.

The social network’s share of the $10.1 billion market for online display ads in the U.S. will double from 13.6 percent in 2010 to 21.6 percent this year, and go on to reach at least 23.8 percent in 2012. Yahoo will have 16.4 percent this year.

“What’s striking is how even as Yahoo’s U.S. display ad revenues will deliver double-digit gains each year from 2010 through 2012, not only will display revenues at Facebook surpass Yahoo this year, Google’s revenues will exceed Yahoo next year. What that leapfrogging trend confirms is the great and growing demand among brand marketers for online display ad placements,” said David Hallerman, principal analyst at eMarketer and author of the study released today.

With the top spot in the U.S. online display ad market in sight, reaching the number one ranking for global sales seems like the next summit — presumably, Facebook aspires to reach this height next. After that comes the superset of all online sales, which Google still dominates, as you can see in the chart below.

Readers, what do you think of the statistics from eMarketer? And when do you expect Facebook to catch up with Google’s dominance of the overall online advertising market?