Nearly 1.1 trillion display ad impressions were delivered to US Internet users in the first quarter of 2011; among them, Facebook accounted for 346 billion—31.2% of the total display market—nearly twice the level delivered one year earlier, according to data from comScore Ad Metrix.
Yahoo Sites ranked second with 112 billion impressions (10.1%) during the first quarter, followed by Microsoft Sites with 54 billion impressions (4.8%) and AOL with 33 billion impressions (3.0%).
Google Sites, relatively new to the display ad market, accounted for 2.5% of total impressions during the period.
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AT&T was the top online display advertiser with 19.5 billion impressions in the first quarter, accounting for 1.8% of display ads. Experian Interactive ranked second with 16.6 billion impressions (1.5%), followed by Scottrade with 11.2 billion (1.0%) and Intuit with 11 billion (1.0 %).
Groupon joined the top 10 display advertisers at No. 7 with 7.7 billion impressions (0.7%).