The so-called start page is becoming the hot online ad location, with mainstream media, including The New York Times, USA TODAY and ESPN, launching the Web 2.0 version of the old-school portal, which can be personalized by users. That is according to Steve Rubel, SVP in Edelman's Me2Revolution practice, who says: "Keep an eye on this space. There's a big battle brewing, and the race is still wide open."

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