Content Sites vs. Ad Networks: Why This Fight Isn't Right

Last week's study from the Online Publishers Association said ad networks have no positive impact on branding metrics and suggested that ads on premium content sites are better buys for brands. While picking on ad networks isn't a new practice, what makes this study misleading is that there is no clear and accepted definition for what constitutes "premium" inventory. To take it a step further, is choosing between premium (as the OPA defines it) and ad networks even the right debate to have?