Facebook is on track to pass Yahoo! in US display advertising revenue this year, according to a forecast published on Monday by digital marketing firm eMarketer.
According to data published by eMarketer, Facebook’s share of U.S. display-advertising revenue is expected to reach 17.7% this year compared with 12.2% last year, while Yahoo’s share is seen dipping to 13.1% this year from 14.4% last year.
Meanwhile Google Inc., which long ago surpassed Yahoo in the search-advertising market, is expected to pull even with Yahoo in U.S. display ads by next year, eMarketer said.
The firm says that Google’s display ad revenue will climb 58.3 percent, while Facebook will grow a more modest 31.3 percent. eMarketer, though, cautions that the Facebook estimate for 2012 "is likely on the conservative side" and may be adjusted upward when the firm revises its social network ad revenue estimates in August.
Microsoft, which purchased a stake in Facebook in 2007, is expected to see its share of the U.S. display-advertising market dip to 4.9% this year from 5.1% last year, according to eMarketer.