OPA Study: Marketers Prefer Publishers to Facebook

By: TJ Raphael | Folio

Even though social networks like Facebook are becoming increasingly popular, marketers still prefer content publishers to all other media for online advertising, a new study from the Online Publishers Association (OPA) shows.

“If we think about the conversation that has taken place over the last 12 months, there has been so much focus on programmatic buying,” says Pam Horan, president of the OPA. “We wanted to take a step back and better understand what marketers and agencies were thinking about regarding their brand advertising because so much of the focus has been on direct or audience buying. This was an opportunity to hear from a very important voice—a brand marketer.”

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