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. […]

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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:

comScore Display Ad Reach

MediaPost analysis of CPM rates and revenue per thousand:

RPM MediaPost Analysis

source: MediaPost.


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About the author

Greg Sterling
Contributor
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

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