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Marketers are spending more than ever on online advertising channels. So, obviously they’re sold on them as a viable investment, right? Not so fast.
Search engine marketing and search engine optimization are still relatively new, and there’s still no universal standard for measuring their effectiveness, according to Bob Liodice, president and CEO of the Association of National Advertisers. In that context, the main takeaway from a new ANA poll—that both usage and skepticism around online marketing are up—makes perfect sense.
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