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Hi,
Everything depends on the quality of the trafic, the sources and the marketing you use. However, to make it simple:
If you're buying at CPC, you should prefer a targeted ad in order to pay less clicks and to get the best ROI possible. You won't fool surfers and drive them to something they are really looking for.
If you buy on a CPM basis, you should work with high CTR banners. Since you pay for impressions, the more traffic you send to your fullpage, the more chances of conversions you get.
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ExoClick.com / ExoClickMobile.com
Deloitte's EMEA Fast 500 2012
Traffic Company of the Year 2013
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