Inskin Media has investigated the relationship between publisher perception and advert effectiveness. It found that the reader's relationship with the publisher was a more important factor in advert effectiveness than the actual editorial content that the ad appeared alongside. The figures showed that readers with a close relationship with a publisher were 152% more likely to click on an ad on publisher-branded sites, compared to ads that appeared on sites without publisher branding. Ads were also rated as having more warmth, empathy and proximity to the user if they appeared on publisher-branded websites that the user felt close to. The actual editorial content was found to have no effect. A spokesperson from Inskin Media commented on the findings, saying that they showed that “the relationship a publisher has with a visitor can have a catalytic effect in terms of boosting the effectiveness of the ads it carries”.