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I did some ad spots about a year ago on mmm100. My info is well out of date, but I am sure what I have to say still carries through.
The site converted for us as we were promoting hardcore content. The sort of content they have on their is pretty "risque" to say the least, and therefore you need to have much of the same. No point in having some glam site promoted. The hardcore the better.
Hope it helps
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