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Differences between the concepts that define Vertical and Endemic websites are based on the categories on which a website is focused and the manners in which the websites are presented. Endemic sites can be found in the form of advertisements and are typically used in environments which are native to the subject of the advertisement; for example, a software product being advertised on a website for technical topics and products. A vertical website focuses on advertising with the goal of appealing to targeted groups; for example, a link for a website advertising healthy toddler foods being placed on a website that is commonly viewed by parents of toddlers.

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