OPA, comScore Teamed to Tout Banner Ad Value

In a desperate fight against a performance-obsessed advertising culture, and facing an anemic market for display ads, the Web publishing world is fighting back.

The Online Publisher’s Association and comScore have teamed up to help fight for the value of the much-maligned banner with the release of an elaborate research study dubbed The Silent Click: Building Brands Online. The extensive report mirrors recent efforts by the Interactive Advertising Bureau, Microsoft and other industry leaders looking to wean brands off judging every single online campaign by its click-through rate.

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