In the 12 months ending May 2010, social networks such as Facebook and MySpace took in an average CPM of just $0.56—versus the $2.43 CPM for web ads in general. comScore concludes that, if it weren’t for Facebook and MySpace, CPMs would be roughly $2.99. The lower CPMs of the social networks decreased overall CPMs by as much as 18% over the past 12 months.
According to comScore, Facebook served 176.3 billion display ads on its site in Q1 of 2010, or 16.2 percent of the total. In comparison, Yahoo served 131.6 billion banner ads across Yahoo’s portal, and Microsoft delivered 60.2 billion display impressions during that period.
More details and analysis at AdAge and at paidContent.
