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Ads on OPA members sites show better marketing metrics than ads on ad networks

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New York—Ads placed on Online Publishers Association member Web sites generated better branding metrics when compared with ads placed through ad networks and portals, according to a report released last week by the OPA.

The report, “Improving Ad Performance Online,” incorporated Dynamic Logic's MarketNorms' data, which measured the performance of thousands of online ad campaigns. The data in the report showed that online ad awareness metrics were 21% greater for ads on content sites than overall MarketNorms and portals, and 50% more than ad networks.

OPA members include Forbes.com, NYTimes.com and Wall Street Journal Digital.

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