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cpugeek
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You'd have to research and fish through your web site statistics to really get a good idea which would be better. If you're site has tons of google traffic already you'll need to look at how qualified that traffic is. If you learn that these users are zombies, then you might decide to invest in Google Adsense to drive more targeted, qualified leads from google. Maybe the high referral rate alone is satisfactory and/or you feel its time to target more specific audiences on specific websites.The difference between Google Adsense and Doubleclick is significant. One is based on search engine visitors and the other based on website views. Which audience do you feel or want to address? Which is likely to give you the best response - that depends on your site (where/what the ad points to).Tons to consider...

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