What You Should Know About a Merge-Purge

- Is there a true reading of their performance? Should you measure all outside lists on a level playing field?

- If you’re renting a lot of names and can work out net-name arrangements, there’s an advantage to showing a lower net on certain rental lists. By giving a higher priority to exchanged names or names garnered from a co-op database, you’ll net lower on the list that you pay for, and you’ll be able to use this to negotiate a better arrangement. Note: This can be hard to track when measuring performance over time.