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Feb. 4, 2008 at 11:07am Eastern by Greg Sterling
Microsoft's Prize: Big Yahoo CPMs, Largest Display Share
On Friday comScore put out ad publisher site rankings. Unsurprisingly, Yahoo ranked as the top site with just under 19 percent of US online display advertising. MediaPost took this data and further analyzed it, finding that Yahoo enjoys the industry's highest CPM rates at $12.65, more than $4 higher than the next highest site, MSNBC.
Google, by contrast, enjoys just 1 percent of online display advertising, which Microsoft fears will change if/when the DoubleClick acquisition is approved by European regulators. Microsoft has a 6.7 percent share according to comScore.
comScore display ad share:
MediaPost analysis of CPM rates and revenue per thousand:
source: MediaPost.
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By Greg Sterling
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See Related Stories In: Business Issues: Acquisitions & Investments, Microsoft & Yahoo Merger, Search Engines: Answer Search Engines, Yahoo: Display Ads
