All of this is great news, but the trouble with any industry report however robust and timely, is that one wonders whether the majority of those poring over the findings aren’t already OPM evangelists.
The reality is that while all the evidence screams out to marketers “invest, invest” OPM is still a relatively small part of the online economy, albeit one that the IAB/PwC report shows accounts for 5-6% of UK online ecommerce and 0.6% of UK GDP.
The truth is that although the number of
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