Time spent, engagement are most-used metrics for native ad impact

07/25/2013 | Advertising Age (tiered subscription model)

Publishers of native advertisements lack consensus on how to measure the ads' effectiveness but are most likely to use time spent viewing the ad and engagement as the most important factors for evaluation, according to a study from the Online Publishers Association. Traffic numbers and social media shares also ranked high on the list. "Many of the metrics are more in line with how publishers are measuring the impact of their content," said OPA president Pam Horan.

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