A changing in the Silicon Valley guard: eMarketer projects that Facebook will easily pass Yahoo (NSDQ: YHOO) as the biggest outlet for display ad dollars in the U.S. this year. The market research firm says Yahoo’s display ad revenue will increase a respectable 16 percent to $1.65 billion in 2011, but that the social network will see its display ad revenue jump 80 percent to $2.19 billion.
Here are the numbers:
It’s worth noting that Yahoo has — perhaps unsurprisingly, considering its market share is falling — disputed the notion that Facebook is taking the lead in the display ad market, saying that the offerings of the two companies are not comparable.
“There’s some confusion, reported confusion about whether Facebook leads in display advertising,” Yahoo CEO Carol Bartz said during the company’s earnings call in late January. “It’s because they have a lot of little impressions. We actually lead in display revenue.” Bartz said her company offered advertisers “large formats” that let them “put their products in context and feel much more creative.”
Fine — but it’s worth noting that the eMarketer figures today also show that Yahoo’s display ad revenue will be topped by Google (NSDQ: GOOG) in 2012.