An initial study of rich media advertising finds that PointRoll alone accounted for nearly 6 of 10 rich media ad impressions for the week ended Aug. 6.

PointRoll's 404.2 million impressions constituted a market share of 59.7 percent, writes Internet Retailr, citing a Nielsen/NetRatings AdRelevance report. Eyeblaster was a distant second with 98.8 million impressions and a market share of 14.6 percent, followed by Klipmart, 73.5 million and 10.9 percent; Dart Motif, 48.4 million and 7.2 percent; and Eyewonder, 34 million and 5 percent.

By technology category, compound image/text ads accounted for 27.9 percent of ads for the same week, followed by sponsored search links, 25.3 percent; standard GIF/JPEG ads, 23.7 percent; Flash (generic), 22.0 percent; and rich media vendor ads, 1.2 percent.