Jim Spanfeller is the outgoing president and CEO of Forbes.com. He is also treasurer of the Online Publishers Association and chairman emeritus of the Interactive Advertising Bureau.
Get clicks or build brand?
That question, long a hot topic within the online-media community, has taken on new urgency recently with the rise of horizontal ad networks. Most of the current online campaigns are completely focused on direct-response metrics with little to no chance of actually boosting the brand. In fact, recent research actually suggests that the current favored planning methodology for online campaigns might actually decrease a brand

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