Reuters is reporting that Yahoo has lost the top spot of the U.S. market for overall online display advertising to MySpace and its parent company News Corp's Fox Interactive Media and MySpace, according to new industry data:

"Fox Interactive's collection of sites, led by MySpace, drew 56.8 million advertising views in June, compared with Yahoo's group of sites which had 53.1 million, according to data from Web audience measurement firm comScore this week."

However, all is not great for MySpace, which the article said is having trouble drawing the same kinds of rates for advertising that Yahoo does. "Social media gets all these ad impressions but not necessarily get the dollars," said Colin Gillis, analyst at Canaccord Adams, in the report. "MySpace's cost per thousand (CPM) page views are significantly lower than that of Yahoo."