While I can't really say what the best one is, as has been said, it depends on the site. I can say that when designing the site, it's a good idea to make it possible for different options. This way, if you feel that one ad layout isn't working, you don't have to redesign the site to try another one. I ran into that slightly. I didn't have a place for the 728x90 referral ads, even though a lot of advertisers seem to like that format. Something I will keep in mind for the next site that I do.
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