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Edition: U.S. Article Comments (0) Editor's Choice Not only .coms as Internet body throws open domain names U.N. atom chief urges nuclear stress tests, inspections U.S. medical-marijuana shops struggle to find bankers Scientists see sunspot "hibernation" but no Ice Age Sega says 1.3 million users affected by cyber attack Analysis: Hopes fading for climate agreement Portable pools pose summer risk for kids Moody's cuts nuclear operator Tepco rating to junk status Comment: 50+ job seeker? Tweet your way to a new career Video: U.S. nuke plant flood warning Follow Reuters Facebook Twitter RSS YouTube Read Boeing expects customers to look at Airbus neo 9:41am EDT Wal-Mart wins Supreme Court sex-bias ruling | 4:48pm EDT Analysis: Germany goes back to black in snub to green power 10:59am EDT Northern Ireland celebrates McIlroy's U.S. Open win 10:56am EDT Anthony case recesses after judge criticizes lawyers 4:38pm EDT Discussed 73 Republicans to debate, with Romney the frontrunner 48 Weiner tells friends he will resign: NY Times 46 IMF cuts U.S. growth forecast, warns of crisis Watched Paris air show takes off Sat, Jun 18 2011 Airbus' view of flying in the future Mon, Jun 13 2011 Hefner's revenge; Ryan Reynolds stops traffic Fri, Jun 17 2011 Facebook to take top spot in U.S. display ad market Tweet Share this Email Print Related News Oracle seeks billions in lawsuit against Google Thu, Jun 16 2011 Pandora's allure fades on profitability doubts Wed, Jun 15 2011 Facebook looking at IPO in first quarter: report Mon, Jun 13 2011 Google to buy display ad company AdMeld Mon, Jun 13 2011 Google buys AdMeld in latest Web acquisition: report Thu, Jun 9 2011 Analysis & Opinion Is a Facebook iPad App finally coming? Plan to ease U.S. disclosure rules only half right Related Topics Technology » Small Business » Media » Facebook » The Facebook logo is displayed on a computer screen in Brussels April 21, 2010. Credit: Reuters/Thierry Roge By Alexei Oreskovic SAN FRANCISCO | Mon Jun 20, 2011 2:48pm EDT SAN FRANCISCO (Reuters) - Facebook's U.S. advertising revenue will total roughly $2.2 billion in 2011, displacing Yahoo Inc to collect the biggest slice of online display advertising dollars, according to a new study. Facebook's U.S. advertising revenue will give it a 17.7 percent share of the market for graphical display ads that appear on websites, according to a report released on Monday by research firm eMarketer. Last year Facebook had 12.2 percent share of the U.S. market. The figures underscore the growing clout of Facebook, the world's No.1 Internet social network. It has seen its valuation soar to roughly $80 billion in recent transactions for its shares on the private markets and some investors anticipate it could have an initial public offering next year. While Facebook has grabbed the top ranking, eMarketer analyst David Hallerman said the overall market for display ads, which include banner ads, video ads and Web page sponsorships, is growing robustly enough that it is benefiting numerous companies. "It's not a zero sum game," said Hallerman, noting that the display advertising market is experiencing rapid growth as both big international brands and small, local businesses increasingly turn to the Web to reach consumers. Internet companies such as Yahoo, Google Inc and Microsoft Corp are competing for those advertising budgets, while new players such as online coupon company Groupon are offering marketers alternatives to traditional online display ads. Web portal Yahoo will grow its online display business in the U.S. by 13.6 percent this year, eMarketer said. But that will lag the overall U.S. display market's growth rate of 24.5 percent. Google's revenue from U.S. display ads will total $1.15 billion in 2011, up 34.4 percent year-over-year. eMarketer's report looks at companies' net revenue, which does not include money the companies share with Web publisher partners. Google, which generates the vast majority of its revenue from small, often text-only ads that appear alongside its search results, is stepping up efforts to grow its display advertising business. Last week the company announced the acquisition of AdMeld, which makes it easier for Web publishers to sell display ads on their sites. In 2012, eMarketer projected that Yahoo and Google will be neck-and-neck as the No.2 and No.3 players in the U.S. display market, with the companies having 12.5 percent share and 12.3 percent, respectively. (Reporting by Alexei Oreskovic; Editing by Bernard Orr) Technology Small Business Media Facebook Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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