Digital marketers have forever resisted the idea that premium digital content exists, mainly due to a two-decade obsession online with direct response tactics. But a groundbreaking research study shows some “premium" sites and content are 2.5x more impactful on memory for brand messages than “run of internet” sites. GroupM’s Claire Butterworth and Dentsu’s Patrick Darcy say ThinkPremiumDigital's data is self-serving but robust, believable and needed. MediaScience CEO, Duane Varan, and ThinkPremiumDigital GM, Venessa Hunt, join the debate.