Facebook Continues To Widen Lead In Internet Display Advertising January 31, 2012 by Brett Prince Facebook is expanding its lead in the display advertising industry, accounting for 28% of U.S. online display impressions in 2011, ComScore has released. Facebook had 21% of all impressions, the number of times an ad is displayed for users, in 2010. ComScore also reported that Yahoo remained in second place with 11% impression share. Microsoft/Bing was third, coming in with 4.5%, followed by Google at 3.6%. The large number of people present on Facebook, over 800 million, is very attractive when given the ability to target users based on demographics. If you break it down from a dollar perspective, Facebook has raked in 16% of U.S. display ad spend last year, up 12% from the previous year, eMarketer reports. Display ads consist of photos, banners and videos, rather than the traditional text links that have been dominant for search based ads. Facebook, based out of Menlo Park, California, is targeting an initial public offering perhaps as early as this week, heading for a potential valuation of between $75 billion and $100 billion, people close to the company said last week. Should the IPO move forward, we can bet the resources will help Facebook maintain the lead in both social networking and display ads.