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ShareThis ranked as the top syndicated ad focus entity in August with a reach of 87% of Americans online (representing 191.6 million unique visitors), according to the latest comScore Media Metrix data. Google ranked second among syndicated ad focus entities with 81.6% reach, ahead of Yahoo! Sites (74.3%), Outbrain (72%), and Facebook (69.2%). Reach is defined as the percentage of the total internet population that viewed a particular entity at least once during the month.

Rounding out the top 10 were: MSN (56%); YOUTUBE.COM (55.8%); AOL (51.1%); AMAZON.COM (41.8%); and Ask Network (40.6%). The report notes that both YouTube and Amazon assigned some portion of their traffic to other syndicated entities.

The August data includes several methodological changes – detailed below this article – and therefore excludes comScore’s typical analysis of month-over-month changes.

PulsePoint Leads Ad Networks and Buy Side Networks List

Among advertising networks and buy side networks, PulsePoint took top billing with 96.4% reach, ahead of Vibrant Media (93.1%), Specific Media (93%), Google Ad Network (92.7%), and AOL Advertising (84.2%).

The DSP, SSP and Ad Exchanges list will be expanded in future months, but is currently limited to Rubicon Project REVV Platform, which reached 96.6% of online Americans in August.

Facebook the 4th-Most Visited Site

Google Sites ranked as the leading web property in August with 187 million unique visitors. Microsoft Sites took the second spot with 170 million unique visitors, ahead of Yahoo! Sites, with 163.7 million. Facebook came in 4th for the month, with 152.4 million. There was then a significant gap to the #5 spot, occupied by AOL, with 112.7 million unique visitors.

According to September data from Experian Hitwise, Facebook commanded 62.6% US market share of visits to social networking sites and forums in August, while YouTube held 76.8% share of visits to video and multimedia websites.

The New York Times, which led all print media websites with 3.5% market share of visits in August, showed up in 15th on comScore’s list of top 50 properties, with 73.1 million unique visitors.

About the Data: The comScore release includes the following note about August’s data:

“With the release of August 2012 U.S. Media Metrix data, comScore introduced three important methodological enhancements to our estimates that will affect data on a go-forward basis. The first enhancement is the incorporation of updated demographic universe estimates based on data from the 2010 U.S. census, which provides an improved accounting of the percentage of the population falling into each demographic segment. The second enhancement was an improvement in comScore’s enumeration survey methodology to better represent persons in cell-phone only households. The third and final enhancement is a new technique to account for cookie rejection in Safari browsers, for sites measured via comScore’s Unified Digital Measurement (UDM) methodology..

Due to the effects of the changes to the August 2012 U.S. Media Metrix data, comScore’s monthly Inside the Ratings press release and report will limit public reporting to the standard current month rankings and will exclude reporting based on month-over-month percentage changes, which include the effects of inorganic increases or declines due to the methodological enhancements. Both the Inside the Ratings press release and report will resume normal reporting of both rankings and month-over-month percent changes with the release of September 2012 data.”

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