Myth: an exclusive offer beats the same advertiser's public offer.
Paired comparison (n=23 advertiser pairs, exclusive vs. open):
— Exclusive CR (conversion rate) median: 4.1% ▏▏▏▏
— Open-market CR median: 3.9% ▏▏▏▏
— Difference: not distinguishable (within ±0.4pp noise band)
Exclusivity usually buys a payout bump or capacity, not a better landing funnel. The funnel is the advertiser's; exclusivity is a contract term.
Read: value exclusivity for the payout/cap, not for conversion. Test the funnel on its own merits.
Network Vitals
@NetworkVitals
"Exclusive" offers are not automatically higher-converting
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