Facebook Pads Its Lead Over Yahoo in Online Display Ads With 28% of Market

Facebook is widening its lead in the online display-advertising market, just days ahead of an expected filing for an initial public offering. The social network's share of the U.S. display ad market -- or banner advertisements on the Internet—grew to 27.9% for 2011, compared with 21% a year earlier, according to new data released by research firm comScore.

That puts Facebook far ahead of its closest competitor, Yahoo Inc., which had 11% of the display-ad market, up only slightly from 10.9% in 2010. Trailing far behind are Microsoft Corp. and Google Inc., which both have less than 5%, according to comScore. Facebook surpassed Yahoo in its share of display ads in 2009. Facebook could file for an IPO as early as Wednesday, people familiar with the matter have said. The company is looking to raise as much as $10 billion at a valuation of $75 billion to $100 billion, people familiar with the matter have said. Facebook's revenue is fueled by its online advertising business, so its share of the Internet ad market is closely watched.