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Consumer Packaged Goods Companies Look to Affinity and Genre Sites for Advertising Efficiency

Published by: Jupiter Research Corporation

Published: Jul. 25, 2001 - 3 Pages


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Abstract

Highly trafficked general-purpose Web portals† have traditionally hosted the largest share of consumer packaged goods (CPG) ads, but their share fell from 44 percent in 4Q 2000 to 33 percent in 1Q 2001. Instead, affinity portals (i.e., portals targeting a specific audience) and genre sites (i.e., sites addressing a specific topic) are hosting a larger share of CPG ads.

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