A Guide To The Infighting Between Premium Publishers And Ad Networks

Michael Zimbalist is vice president of research and development operations at The New York Times Company (NYSE: NYT). Previously, he was president of the Online Publishers Association.

A fissure opened within the online advertising community last month following the release of new research by the Online Publishers Association. Drawing on three years of Dynamic Logic data, the OPA report concluded that ad campaigns on premium content sites produce greater lifts in favorability and purchase intent than campaigns on ad networks. The Wall Street Journal characterized the reaction to the report as industry infighting amid a shrinking pool of ad dollars. Others were less generous, accusing the OPA of a conducting a scorched-earth policy, saying the OPA had turned its back on legions of