Facebook Served a Third of Display Impressions in Q1

Social networking giant Facebook was responsible for almost a third of all display ad impressions served to U.S. users during the first three months of 2011, according to data from comScore.

The online measurement company estimated the site accounted for 347 billion impressions over the course of the quarter, representing 31.2 percent of the 1.11 triillion that were served overall.

Yahoo was Facebook’s closest rival in terms of volume, serving 10 percent of all ad impressions via its owned and operated sites. Microsoft and AOL followed, accounting for 4.8 percent and 3 percent, respectively.

Despite the continued growth of its display ad business, Google was responsible for publishing fewer ads than its major rivals, representing 2.5 percent of overall impressions.

It is important to note the data do not reflect ad impressions served by AOL, Google, Microsoft, or Google through their networks outside their owned and operated sites.

CORRECTION: A previous version of this story stated that Facebook served 347 million impressions during Q1, instead of 347 billion, and that 1.11 biillion impressions were served overall, instead of 1.11 trillion.