You don’t need a white paper to tell you that marketers aren’t satisfied with current online ad formats, but a study by the Interactive Advertising Bureau and consultant Bain & Co. may have some ways of addressing that. Advertisers want media companies to provide “a true triple-play service model,” which will include everything from direct response to awareness to high impact brand engagement, said Bain’s John Frelinghuysen, who co-authored the study. Among the advice dispensed in the study is the suggestion that publishers create different segments on their sites that would appeal to advertisers doing a branding campaign and separate ad segment for those who are looking for direct response.