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1. From which countries does most of your traffic originate?
2. How many total ad impressions per month do you serve?
3. How are you currently selling your inventory (on a Rev-share, CPM, CPC, or CPA basis), and what are the price points for the different ads on your site?
4. Please include any other important or helpful regarding your site. Thanks
With the exception of #3, if you are looking for more advertisers, you should put that info in your site, anyway.
Those are legitimate questions advertisers will ask.
And if it is a competitor, so what?
If you are still hesitiant, get their number so you can call them.
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