Networks that offer exclusive site representation provide marketers with unique sponsorships, site takeovers and other custom opportunities on sites that are a match for their desired brand association or target audience. This offers the highest degree of transparency, but typically at higher rates and reduced reach.

From a publisher's perspective, exclusive representation is a great way to leverage the national sales force offered by a network when it may have a small sales team -- or no sales, ad operations or technology organization at all. The site and its network partner are highly motivated to be as transparent as possible, letting well-matched advertisers know they will bend over backward to create programs to maximize how an advertiser is featured on the site.

Key take-aways: 

• Exclusive representation provides highly custom opportunities, but with limited reach and at a higher cost.
• The very nature of exclusive representation requires transparency between publisher, the network representing them and the advertiser.