Average Web ad CPM: $40

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The average Web rate card ad rate was $40 per thousand impressions in May, according to research from Focalink Communications, a provider of Web advertising tools. That amounted to a 2% increase over the previous month. Weather, site recommendation and classified ad sites increased in price as much as 10% to 12%. Focalink's research is based on its database of nearly 900 sites that participate in MarketMatch, a tool that helps agency media buyers with Web ad placement.

Copyright May 1997, Crain Communications Inc.

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