As with all of your decisions to make about running your internet business,
a little research is recommended before choosing a banner exchange. Things
to consider include:
-
Banner sizes - does the banner exchange offer the banner size that you
want to run. Nearly all banner exchanges run 468x60 banners, but if you
have a need for different sizes you will want to verify their banner
sizes first
-
Targeting - you may benefit from targeting of your banner ads if you can
select websites within a particular demographic (e.g., sports, womens, etc).
Not all banner exchanges offer targeting.
(ExchangeThis.com is
an example of a targeted banner exchange)
-
Exchange Ratio - with banner exchanges you "earn" impressions of your banner
on other sites by displaying exchange banners on your site. The ratio at
which you earn impressions can vary widely, and some banner exchanges even
offer bonus impressions when your users click on banner exchange banners.
-
Exchange size - you generally want to join a banner exchange that has a
significant number of members so that your banners can be displayed on
a larger number of sites. Obviously new exchanges or niche exchanges will
have fewer members, you just need to take this into consideration.
-
Quality of banners - since you will be showing other members banners on your
site, you should take a look at other member's banners to ensure that none
of them conflict with your sense of how banners should look.
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