publishers viewpoint

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On another section of this site is a whole section dedicated to the most popular ppc(adsense) from the publisher viewpoint with no real disucssion on any alternatives (ad*onar/k*ntera/intelli*ext/kanood*e/etc). For those here who are both publishers and advertisers:

1/Do you use the same company for both
2/If you don't, what company/ies do you like as publishers and why
3/ Why do you use a different publisher/advertiser company. Is it simply ROI or is service important etc.

From my own I use one of the smaller companies for publishing as it lets me into overtu*e without having the necessary PV's to obtain direct entry. However, I use an even smaller/newer one as an advertiser mainly becuase I like the stats and interface they provide. In ROI terms I probably just break even/slight profit but interested in others views