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Online Publishers Association/comScore Study Looks at 'Silent Clicks'

By AAN Staff
june 19, 2009  09:43 am
The study is "designed to move beyond the 'click' as a measure of online advertising success," Silicon Alley Insider reports. It assesses 80 branding campaigns across 200 websites over a month's time, analyzing consumer behaviors of users exposed to display advertising. "To date, measuring a brand campaign meant relying on the click," Online Publishers Association president Pam Horan says in a release. "In order to understand the value of the audiences that display advertising attracts, our study helps marketers think about real behavioral measures designed to move the needle."
View full article at Silicon Alley Insider
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