1. They allow you to centralize the common functionality of your pages so that you can make updates in just one place.
2. They make it easy to create one set of controls and code and apply the results to a set of pages. For example, you can use controls on the master page to create a menu that applies to all pages.
3. They give you fine-grained control over the layout of the final page by allowing you to control how the placeholder controls are rendered.
4. They provide an object model that allows you to customize the master page from individual content pages.
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