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Another benefit, using the example above, say there's another sponsor that wants the 60% of the traffic that 1 advertiser is buying, he can go in and outbid that advertiser to get the traffic which makes you more money.
Also, you don't have to spend your time and effort in trying to make stuff convert, that responsibility will be on the advertisers rather then you have no control over their site(s).
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Looking for Opportunity! 
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