OPA: B-C Sites Boost Ads

NEW YORK At a time of growing concern that the rise of ad networks is commoditizing branded content, the Online Publishers Association has released a report showing that ads perform better when they’re placed on branded-content sites.
 
The OPA report, titled “Improving Ad Performance Online: The Impact of Advertising on Branded-Content Sites,” uses Dynamic Logic’s MarketNorms, a database of scores that measures ad performance across a wide range of sites and is meant to represent the Internet as a whole.