Technology news and Jobs 
VIRTUALISATION Yahoo! and its potential buyers lead US web advertising rankings
VIRTUALISATION Yahoo! and its potential buyers lead US web advertising rankings | Yahoo! and its potential buyers lead US web advertising rankings |
|
| by Stuart Corner | |
| Sunday, 03 February 2008 | |
  
Featured Whitepaper
5 Best Practices for Smartphone Support
ComScore observes that nearly half (49.1 percent) of all display ads seen by US Internet users originate on only five properties - Yahoo! Fox Interactive, Microsoft, Time Warner and Facebook - illustrating the concentration of advertising among a few properties. ComScore says its rankings are based on the number of display ad impressions delivered. It defines display ads as "any rich media or static images that are served and loaded into a Web browser, but do not include video streams, text or paid search ad impressions." ComScore claims that its technology records the ads as they are actually rendered on an Internet user's computer, as opposed to other technologies that only 'spider' publisher sites for ads but are not able to record the actual delivery of all ads, especially behaviourally targeted ads, to the sites' visitors. "Since just a handful of publisher properties deliver a preponderance of display ads, when one goes beyond the top properties it's clear how fragmented the online advertising market is, underscoring the importance of advertising networks in aggregating the long tail," said Alistair Sutcliffe, vice president of comScore Advertising Solutions.. ComScore has also ranked the top 20 ad publishers by the number of ads served per user visit. On this ranking, Fox Interactive comes out of well on with 47.5 ads per users visit, "a particularly high number that is a function of both site engagement and how many ads are displayed per page," according to ComScore. Bebo is next (27.2) followed by CBS Sports (22.6), Viacom Digital (20.6) and Yahoo! Sites (20.5). All the figures are for the month of November 2007. |
Tags
| < Next story in category | Previous story in the category > |
|---|
