While sites such as The Wall Street Journal online and Bloomberg.com claim they don't sell any ads via third-party networks, ad servers such as interCLICK list such sites among the inventory they can offer marketers. Such disputes are increasingly sore spots for publishers and sources of confusion for marketers. "Ad networks are continuing to misrepresent their site lists and media placements. There needs to be a third-party auditing system in place," said Merkley + Partners' Mary Bonomo.

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