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How publishers can tap Web's branding potential

Marketers have yet to fully tap into online media's branding potential, writes Josh Chasin, in this analysis of interactive advertising spending patterns. He also concludes that performance-based pricing, which accounted for 58% of ads in the first six months of 2009, is negatively impacting the segment's power to draw branding campaigns. MediaPost Communications/Online Metrics Insider (11/03)