Ads on original content sites scored better with users in terms of brand favorability, intent to make a purchase and message association, than those on ad networks and portals, according to a report for the Online Publishers Association from Dynamic Logic. "One of The biggest questions we had going into this study was ... does environment matter?" said Stuart Schneiderman, OPA's director of research. "The ecosystem [online] is growing more complex, and marketers want to work with less partners and they are coming to us with these questions."
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