Facebook has 132 billion more iimpressions than Yahoo

Facebook accounted for over 16 percent of all ads served to U.S. users during the first quarter of 2010, making it the largest online display ad publisher in the country, according to data from comScore.

The online measurement firm estimates the social network displayed 176 billion impressions during the first three months of the year. 

Facebook’s ad impressions have therefore grown by 52 percent versus Q4 2009, when it served around 115 billion impressions. In the same period impressions on Yahoo sites dropped from 140 billion to 132 billion, and impressions on Microsoft, Fox Interactive Media, and AOL properties also dipped, quarter-over-quarter.

Year-over-year, Facebook apparently served 100 billion more impressions in Q1 2010 than it did during Q1 2009, when it offered up just 70 billion. Andrew Lipsman, senior director, industry analysis at comScore attributed the growth to increased use of the social network more widely. “We’ve seen increases in the number of visitors to the site, and also increased intensity of use which results in more pageviews,” he said. “The increase in pageviews has been pretty consistent with the increase in ad impressions,” he continued.