• by August 4, 2000

Fast on the wings of the latest AdKnowledge study which showed that portal keyword placements generated higher click rates than other ad placements, Nielsen//NetRatings just reported that there’s a new name in the web’s top 10 web properties (based on reach), and it’s a portal.

About.com was the No. 8 property on the web for the week ending July 30, according to NetRatings, bringing the total number of portals in the top ten list to eight - AOL, Yahoo!, MSN, Lycos, Excite, GO.com, About.com and AltaVista, in order of "importance." Microsoft and eBay round out the list.

The top ten visited domains list is similar: yahoo.com, aol.com, msn.com, passport.com, geocities, com, go.com, microsoft.com, ebay.com and excite.com.

The Top Ten advertisers last week were Microsoft, Yahoo!, AOL, Next Card, eBay, AllAdvantage, CasinoOnNet, Gamesville, Amazon and Lycos.

The above advertisers heavily favored the top ten advertising sites, which were yahoo.com, ebay.com, msn.com, gamesville.com, aol.com, altavista.com. iwon.com, go.com, excite.com and uproar.com.

NetRatings estimates that average click-through rate on those banners was .28% and the active Internet universe now consists of 64 million people who spend an average of 3 hours a week online, visiting an average of 6 sites (multiple pages), spending less than a minute (48 seconds) on each page.