SAN FRANCISCO -- Shares of Yahoo surged on news that it took the crown for largest Internet audience.
Yahoo rose 3.5%, to $28, on a report the company passed Internet search giant Google for the top spot.
Yahoo edged past its rival with 196.6 million unique visitors for the month of July compared with 192.3 million unique visitors at Google. Microsoft came in third and Facebook held the No. 4 position, according to the report from comScore.
Yahoo CEO Marissa Mayer has been laser-focused on both refreshing existing products -- such as Weather and Mail -- as well as acquiring new ones to fold into its properties. Mayer's buying binge has gobbled over 20 companies since she took the top spot. Yahoo acquired photo-sharing site Tumblr in May for $1.1 billion.
Mayer has been touting Yahoo's focus on "beautiful products" and the boost to engagement and page views across its sites.
Despite the advances, Yahoo still remains a distant third behind Facebook and Google in display advertising, a position that is slipping. Yahoo's share of the display ad market is forecast to slide to 7.9% in 2013 from 9.2% last year.
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