OPA: Site Environment Matters for Ad Impact
Original content Web publishers have some new ammunition in their quest to tout the importance of editorial environment—and blunt the influence of ad networks.
According to a new Online Publishers Association study conducted by Dynamic Logic, ad networks demonstrated little impact when it comes to driving traditional branding metrics. For example, the percentage of survey respondents that responded positively to questions about brand favorability, purchase intent and message association was nearly the same for users that had been exposed to a particular campaign and those that had not been exposed.
Conversely,
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