New data from comScore has shown Facebook's market share for display advertising has jumped by 13.9 per cent from a year ago to control almost 25 per cent of the sector over the last quarter.

The report, which examined the online display ad market in the US, found the social networking site was the top publisher of display ads with a 23.1 per cent share, more than double the 11 per cent accounted for by second-placed Yahoo!.

Other statistics compiled by the organisation revealed the total number of impressions increased by 22 per cent when compared with the third quarter of 2009, with the average internet user in the US seeing more than 6,000 ads in the three months from July to September.

Senior vice-president of comScore Jeff Hackett commented on the results, observing the "market exhibited considerable strength".

He also stated the increased ability for online PR specialists to target specific audiences was one factor that had allowed both the number and quality of ads to improve.

The release of the statistics comes shortly after Yahoo! chief executive officer Carol Bartz told a conference UK advertisers "aren't really doing enough" to engage with display advertising.

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