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Future of Branded Sites Unclear

The IAB leadership conference is buzzing with thoughts that “publishers brands” might be going the way of the dinosaur.  Ad Networks (bulk buy ad networks, not premium rep firms such as e-Healthcare Solutions), Ad Exchanges (both demand and supply side) and other technologies are diminishing the value of the publisher’s brand by selling quantity over quality and using technology to focus on audiences, not branded sites.

IAB Confab: Future of Branded Sites Unclear.

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