Microsoft’s Prize: Big Yahoo CPMs, Largest Display Share

Feb 4, 2008 at 11:07am ET by Greg Sterling

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.

Greg Sterling is a Contributing Editor at Search Engine Land, and writes a personal blog Screenwerk, examining the broader world of media and advertising. He also posts at a Local Mobile Search, which is focused on the mobile Internet.

See more articles by Greg Sterling >

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