The New York Times Co. was responsible for buying 9.2 percent of online display ad impressions in the consumer goods category last month, up from 1.1 percent in August of 2004, reports MediaPost (via MediaBuyerPlanner). That makes the company the biggest advertiser in the consumer goods category, according to recent data from Nielsen/NetRatings' AdRelevance.

Many of those display ads pushed print subscriptions of the hard copy of the newspaper. The increase in ad share for the Times reflects the company's decision to shift more dollars online.

The Coca-Cola Company accounted for 8.3 percent of impressions last month - up from .2 percent last August - followed by Hydroderm Beverly Hills at 6.1 percent (down from 10.5 percent last year), and PepsiCo at 5.3 percent, up from 1.5 percent last year.

Online ads for consumer goods accounted for 5 percent of all online display ads last month, for a total estimated ad spend of $28.7 million.