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Online Advertisers Experiment as Rate Cards Fall

News, 13 March 2001

Online advertisers are trying an increasing number of new ad formats, while at the same time rate cards have begun dropping, according to a report from Jupiter Media Metrix.

The study, released yesterday, revealed that the number of different vertical banners jumped 70% from 2,809 to 4,725 during Q4 last year.

The internet research firm also found that vertical ads cost nearly double the amount for horizontal banners – $54 per thousand impressions as opposed to $28. However, the study also found that the average rate card fell $3 in the fourth quarter compared to Q3.

News source: Advertising Age - Interactive Daily