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What's really holding back online brand measurement? A preoccupation with direct response, a lack of creativity, and a lack of understanding about how digital works, according to new research from eMarketer.

"There are two big problems," Joe Laszlo, director of research at the Interactive Advertising Bureau, explains in a report released by eMarketer on Monday. "I'm hearing from our publisher members that there is a kind of panel fatigue among people who are asked to take online surveys that are quantifying brand impact."

Read the full story on Media Post Publications