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Grading Banner Exchanges
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The typical banner exchange ratio is 1:2 or 50%, meaning for every two banners you display on your site, your banner will be displayed once across the banner network.
Some banner networks will give you an exchange ratio as high as 1:1 or 100%, but as we will see later, this may be too good to be true.
Some banner networks will give you extra credit each time a banner on your site is clicked on.
Some banner exchanges, like www.hitexchange.net, adjust the exchange ratio based on how many clicks you have produced from your site, basically trading clicks instead of exposures.
The chart below indicates the exchange ratio we received from each banner network with all other variables controlled as much as possible.
The higher ranked sites gave us the best exchange rate.
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