Social media in July garnered 21.1% of the online display ad segment in the U.S., with more than eight in 10 of those spots being placed on Facebook and MySpace, according to a comScore report. "Because the top social-media sites can deliver high reach and frequency against target segments at a low cost, it appears that some advertisers are eager to use social-networking sites as a new advertising delivery vehicle," said Jeff Hackett, senior vice president of comScore.

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