The trend of online advertising as well as the use of these advertisements by the Internet users have been growing simultaneously. Display 
advertisements promoted through Internet have a great impact on consumers. In the first quarter of 2010, the US online advertising market delivered 1.11 trillion impressions for online display advertisements. The data was as per the Comscore Ad Metrix. These online display ads include only static and rich media ads and exclude house ads, video ads, and very small ads that are less than 2,500 pixels in dimension.
The online display ad impressions were delivered from various online publishers. The top ten among them were found to be Facebook.com, Yahoo! Sites, Microsoft sites, AOL, Inc., Google sites, Turner Digital, Fox Interactive media, Glam media, CBS Interactive and Viacom Digital. Among the total display ad impressions, Facebook accounted for 346 billion impressions and stood as the top online display ad publisher. It accounted for 31.2% of the display ad impressions. In the first quarter of 2010, the Facebook accounted for 16.2 percent and the share increased by 15 percentage points in the first quarter of 2011.
Following Facebook, Yahoo! Sites accounted for 112 billion impressions (10.1%), Microsoft accounted for 54 billion impressions (4.8%) and AOL, Inc. accounted for 33 billion impressions (3%). A strong momentum had been maintained by the US online display advertising market from 2010. The number of display ad impressions are estimated to be more than 1 trillion in each quarter of 2011 where nearly 300 individual advertisers spend at least $1 million per quarter on display ads. This reflects that the online medium has become large and vibrant.