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  Summary of the types of intermediary 

 Intermediaries vary in scope and the services they offer, so naturally terms have evolved to 

describe the different types. The main types of intermediary you will identify as part of an 

online marketplace analysis are shown in  Table   2.5   . It is useful, in particular for marketers, 

to understand these typessince they act as a checklist for how their companies can be rep‑

resented on the different types of intermediaries, online publishers and media owners once 

known as  

portals

 , a term that has fallen from favour.