New ad research: Vertical ad formats increase but ROI unproven

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New York--The number of unique vertical online ads increased by nearly 70% during the fourth quarter of 2000, but the return on investment for this format is still unproven, according to research released Monday by Jupiter Media Metrix. AdRelevance, the ad tracking service of Jupiter, said the average cost of a vertical online ad was $54 cost per thousand impressions, compared with $28 CPM for horizontal ads. Computer and technology sites had the highest rate card value for full horizontal banners at $50 CPM, up $5 from the previous quarter.
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